Referral-generating direct mail magazine

Client: The Children's Hospital at Montefiore-Montefiore Medical Center, Bronx, New York

Download Pediatric Perspective magazine Winter 2007 PDF

Download Pediatric Perspective magazine Spring 2006 PDF

Marketing challenges: In the New York tri-state area, pediatric medical centers face brutal competition from top urban hospitals and private practice specialists. When Montefiore Medical Center built The Children's Hospital at Montefiore (CHAM)—a $123 million, architect-designed pediatric facility—they needed quality marketing materials to raise profile, deliver relevant information to pediatricians and drive referrals. Marketers at CHAM sought in particular to target pediatricians and primary care physicians from surrounding suburbs—an untapped, potentially lucrative referral source.

Copywriting solutions: To speak credibly to sophisticated New York tri-state area pediatricians, CHAM chose a magazine format, Pediatric Perspective, published bi-annually in themed editions. After researching competitive facilities and specialists, I worked with CHAM marketers to develop a variety of useful, hype-free, doctor-pleasing articles. In addition to full 400-600 word features, I created easy-to-read sidebars, helpful tear sheets, physician bios and chairperson’s welcome letters to enhance value of the three-color magazine—and assure it is a "keeper" for referring physicians.

Among the articles crafted by MarketCopywriter for Pediatric Perspective magazine were features on intraoperative neurophysiological monitoring, novel genetic therapy for deadly childhood cancer, stem cell transplant, juvenile rheumatoid arthritis (JRA), late-stage Lyme disease, systemic lupus erythematosus (SLE), Raynaud’s Phenomenon, Henoch-Schonlein Purpura (HSP), nephrology, and biologic rheumatologic therapies.

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