Designed With a Purpose

As publishers of 13 medical/health care magazines covering areas ranging from respiratory and home health care to radiology and plastic surgery, we have to ensure that each of our publications is designed editorially and graphically with a specific audience and purpose in mind. Take Chiropractic Products, for instance—a magazine that goes to more than 40,000 chiropractic professionals. When this publication was first launched in 1986, it consisted solely of product releases displaying the newest innovations for the chiropractic marketplace. Over the past 14 years, this magazine has grown and matured into a publication that now includes profiles of prominent chiropractors with chiropractic professionals replacing products on the cover. The changes that Chiropractic Products underwent mirror the changes that have taken place in that industry’s marketplace. Respiratory care is also a dynamic and growing industry that has seen many changes over the past decade. RT has been designed to reflect this progress. Therefore, I thought it apropos that the first Publisher’s Message of the year should discuss how each issue of RT is carefully crafted from an editorial and graphic standpoint to meet the educational and informative needs of its readers.

For the past 12 years, RT has always featured a combination of clinical-based articles and business management information as well as news and profiling new products. Over the years, as managed care has worked its way into the health care system, a great majority of the business columns and departments have focused on how respiratory care department heads, directors, supervisors, and managers can direct their departments and staff in order to prevail within a managed care environment—even though at times it is hostile to quality patient care and often places undue burdens on respiratory care practitioners (RCPs). From guest editorials and case reports to facility profiles, RT strives to present the best practice scenarios from which its readers can benefit, regardless of the size or location of their workplace. According to reader surveys, our clinical articles, which constitute at least 60% of our editorial content, continue to be a favorite with the magazine’s readers. Medical and health care professionals will always be drawn to the clinical side of health care since diagnosing, treating, and caring for patients is the primary reason most people pursue a career in this field.

Once again, the market has seen a new shift as a significant part of our readership has moved into areas of respiratory care outside of acute care such as home health, subacute care, and sleep medicine. Although RT has always positioned itself to include coverage from all areas of respiratory care—both inside and outside the acute care setting—this issue introduces a new department called “Continuing Care.” This department will include topics ranging from mechanical ventilation in the home to technological advances with home oxygen systems. February/March RT features three articles: “Telemedicine Benefits Asthma Care” by Jennifer Vavra; “Living Independently With Cystic Fibrosis” by Vicki Gerson; and “Searching for Respiratory Care” by Jeff Standridge, EdD, RRT. The idea to include a continuing care focus in the table of contents came from Rick Davis, director of marketing for Mallinckrodt, during a breakfast meeting at a home health care show. Thanks, Rick, for the good idea!

Also, take time to review the diverse articles contained within this issue. There are topics ranging from a case report on hypoxic drive theory to a clinical article on obstructive sleep apnea in pediatrics and a business management article on RCPs as disease managers. Each of these articles was designed, written, and edited to provide our readers with a broad range of knowledge and expertise as well as to spark their interest. The entire staff of RT is committed to delivering a well-rounded editorial package in a professional and high-quality format. Here’s to a healthy and prosperous 2000.

Tony Ramos
tramos@medpubs.com