By now, you've noticed something different about us.
Editor Joe Conn and I are both fairly new to our positions, so it's only natural that we were eager to tinker with Modern Physician's format and look. Our only goal was to build on the magazine's reputation as a credible source of news and information for physician executives.
Jason Warholic, our talented art director who joined Modern Physician in 1998, was asked to direct the redesign phase of the project. Tony Sutton, a highly regarded publishing design consultant based in Toronto, added creative spark.
The redesign starts on the cover and continues though the table of contents and inside pages. The effort is intended to make the magazine more bold, lively and reader-friendly.
For instance, your eyes should appreciate the more judicious use of white space, which allows for easier reading. We also will feature more graphs, charts and other forms of data presentation. And the new layout provides greater flexibility to editors Michael Ferreter, Katherine Downing and others who write headlines for the stories.
In addition, an increased photography budget gives us an opportunity to use more photos of physician executives on the cover and to illustrate stories.
But this makeover means more than a prettier face.
The new logo and cover convey that Modern Physician has important stories that deserve the reader's immediate attention. We've also enriched the editorial format in hopes the magazine is increasingly useful and relevant for physicians in management positions.
The Upfront section has been renamed STAT to reflect our mission of reporting timely news and providing insight on what to expect next on issues that matter most to physician leaders. We also intend to run at least three major feature stories each month that spotlight healthcare business trends and showcase the organizations that are doing interesting things.
I'm proud of the new look, but it's your opinion that truly matters. Please send your thoughts to Clark Bell, Publisher/Modern Physician, 360 N. Michigan Ave., Chicago IL 60601; or e-mail me at [email protected]
Despite the bumpy economy and lingering slump in advertising sales, Crain Communications remains committed to Modern Physician.
Physician executives and other leaders in healthcare realize this is no time to stand pat. Healthcare spending continues to spiral, with annual transactions approaching $1.5 trillion. Competitive pressures, quality improvement strategies, information technology needs and pharmaceutical breakthroughs make this one of the most exciting times in the history of the industry.
Yet many executives and business organizations are reluctant to press ahead until there is solid evidence that the economy has recovered from the dot-com bust and the terrorism madness. The telltale signs of atrophy include frozen capital budgets, delayed decision-making and slow payment of bills.
The readers of Modern Physician have little use for institutional paralysis. No matter what the state of the economy, physician executives will continue their quest to improve clinical outcomes, stabilize costs and enhance patient satisfaction.
This magazine intends to assist the cause with a monthly package of stories that will help physician executives forge their strategies. For example, rather than writing about computer technology, we will show how successful health systems and medical clinics are using information systems to streamline patient care and bolster the bottom line.
Finally, we vow to humanize the magazine by highlighting the drive, determination and colorful personalities behind the physician executives who are making a difference in healthcare.
The entire staff of Modern Physician looks forward to fulfilling this mission.
Clark W. Bell