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GIA 2004 Excellence Winner
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Front (left to right):
Edith Nichols, David Dillworth;
Rear (left to right):
Mary Ann Ayd, Max Boam
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Publications - External Audience Periodicals
Johns Hopkins University
Hopkins Medical News
Hopkins Medical News, a 56-page magazine portraying medicine,
science, and life on Johns Hopkins University's medical campus, subscribes
to the theory that a magazine, like an unforgettable film, can stir emotion
if it speaks in a clear, honest voice and presents compelling images.
About two-thirds of the magazine's 37,000 readers are physicians, and
the remaining third are non-medical community leaders, donors and patients.
Goals
- Reinforce Johns Hopkins University School of Medicine's reputation
as a leader in medicine
- Strengthen pride in the medical school and its flagship hospital
- Offer interesting, useful news to doctors without being too technical
for patients and other readers
- Tell the unvarnished Hopkins story
- Make every headline punchy, each callout catchy, and every graphic
winsome
Results
A direct-mail survey last year gave clear evidence of a strong band of
faithful readers. In 2003, these additional mechanisms were used to evaluate
the magazine's success:
- Feedback from Hopkins' development team: The Fund for Johns
Hopkins Medicine now ranks the magazine as its most important tool in
raising money. Donors refer to it constantly. This year, one donor even
sat with Hopkins Medical News in hand as he wrote a check for $350,000.
- Patient referrals: Hopkins specialists featured in the magazine
were asked to keep track of calls they received as a direct result of
an article. Findings indicate that approximately 200 patients came into
the Hopkins health care system via this route, translating into tens
of thousands of dollars in clinical fees.
- Financial support: Recognition by the medical alumni association
of the financially pinched magazine's vital role in fortifying the Hopkins
family resulted in a check for $51,000 for the next academic year.
- Voluntary subscriptions: Several hundred people who happened
on Hopkins Medical News online or in waiting rooms have sent in $35
to receive it regularly.
Read the full narrative (Word document)
Contact: Edith Nichols, Director of Publications, email: enichols@jhmi.edu
Back to GIA 2004 Awards for Excellence Winners
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