Modern Medicine, a clinical journal sent to general practitioners in private practice all over South Africa, is designed to provide useful readable information penned by opinion leaders around the world about pertinent developments that are succinctly explained within articles on practice procedures and case histories.
In the medical field, change is a way of life. New and better ways of doing things are constantly on the horizon. That is why the content of Modern Medicine, the clinical journal sent to general practitioners in private practice all over South Africa, is designed to provide useful readable information from opinion leaders around the world about pertinent developments that are succinctly explained within articles on practice procedures, case histories, new studies and products.
There is one situation, however, where there is no need for change. It emerged in a readership survey that Modern Medicine is rated as the No 1 medical journal read by general practitioners. That must mean that Modern Medicine’s editorial mix is right. No fewer than 94% of Modern Medicine readers rated it from above average to excellent, and that’s nearly 18% more than its nearest competitor. Modern Medicine is, in fact, so highly regarded that it is read regularly by 25% more respondents than the next most highly read medical journal — and, what is more, it has an unequalled shelf life, being the journal that is retained for future reference by 30% more readers than those of any other title.
It is not just the medical articles that appeal. The survey revealed that 86% of doctors report that their treatment decisions are always, regularly or at least sometimes influenced by the advertising dispersed among the articles. That confirms the persuasive influence of advertising on readers with prescribing responsibilities. The fact that Modern Medicine is an accredited provider of continuing professional development (CPD) under the SAMA Health Care/Policy and CPD Units’ programme was another highly-rated feature of the survey . . . 53% of the readers rated the CPD programme as vitally important. We recommend that you take note of our survey’s findings and ensure that your advertising message is seen over and over again by participating in the country’s premier medical journal.
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