The Publication and its Community
Medical Forum WA distributes directly to a database of nearly 6000 mostly registered Western Australian medical practitioners and influential health organisations. It is independently owned and operated in Perth by two medical professionals and is the premier monthly magazine for doctors in the state, averaging 84 pages each month for 11 issues a year. It is high
ly regarded for its quality investigative journalism and commentary on health and social issues that directly affect medical professionals, both GPs and Specialists in Western Australia. Medical Forum, in its current magazine format, has been serving the WA readership since March 2000. Content and Editorial Approach
Just as our discerning readership shapes content, it also enables a collegial dialogue between readers and the magazine, or readers themselves. With untoward bias and “advertorial” unacceptable to doctors, a high level of honest reader engagement is seen in every aspect of the magazine, which is divided into Features, New & Views, Guest Columns, Clinical Updates and Lifestyle. The Guest Column and letters pages represent diverse views on an equally eclectic range of subjects that affect the life and practice of WA doctors – an editorial stance the publishers will continue, whether it be judges writing about child abuse or paediatricians worried about children in detention. Decision makers, who directly shape the health landscape or West Australian society, welcome the opportunity to address the readership. In a world where people are often told what to think by their representative bodies, Medical Forum takes time to ask readers – through its monthly e-Polls – what they think on important issues that concern them. By surveying doctors on issues as broad as euthanasia to private health insurance, their opinions can inform ongoing debate. The news and feature pages rigorously investigate and actively report key issues of policy, ethics and practice of medicine in WA. As an independent news gathering organisation, staffed by experienced journalists, Medical Forum focuses on representing the local angles without fear or favour, often taking the lead for lay news organisations to follow. The state’s leading medical practitioners contribute to the clinical content, rated highly in regular readership surveys. Finally, the lifestyle section reflects our readers’ lives beyond their surgeries – as athletes, sailors, photographers, writers and actors. Medical Forum embraces diversity in views and topics and strives to have content that appeals to both the professional and lifestyle interests of its readers. Advertising Reach
The magazine’s wide acceptance by its readers has obvious flow-on effects for advertising. There has been steady revenue growth (see below) reflecting the strong support shown by our regular advertisers. About 65% of advertising is repeat business. The advertising base is diverse. Major sponsorship, which is limited to three an edition, is drawn largely from WA clinical groups, demonstrating high levels of support from the profession. The feedback from all advertisers – both clinical and general – strongly endorses the effectiveness of the magazine to reach its audience. The Clinical Services Directory (CSD), ACCC-approved as a doctor-only publication, is a powerful communication tool for building referral networks and is growing exponentially. On average, 150 solo and group practices, representing more than 250 WA specialists, promote their clinical services in the CSD, making it an up-to-date essential referral tool for many WA doctors. The active monthly Classifieds section is used primarily for doctor recruitment, as well as real estate, equipment sales and suchlike. Community Involvement
In 2013, Medical Forum began hosting the Doctors Drum breakfasts drawing doctors from all areas of medicine together in an informal setting to discuss a key broad topic (e.g. ‘GPs and Specialists: Partners in What?” see www.doctorsdrum.com.au) with MC Mr Russell Woolf and a panel of medical practitioners and consumer representatives. These breakfasts have proved hugely popular and have generated significant discussion that informs to future magazine content. The magazine was also the Major Sponsor of fundraiser, Doc of the Swan, for four years until 2013. This event, organised in conjunction with Royal Freshwater Bay Yacht Club, involved doctors skippering in a fun race to raise funds for those in need. The Results
Medical Forum has met its Advertising Revenue KPIs nine out of the past 11 issues and display revenue has grown 5% this financial year. Last circulation figures are typical and growing – 5935 professionals (366 online subscribers), comprising 2326 specialists, 3169 general practitioners and 42 organisations and government departments. The magazine is the information source for the Medical Hub website (www.medicalhub.com.au), which has enjoyed a 50% increase in advertising spend in the past 12 months. The small team of six who create Medical Forum WA are justifiably proud of what it has achieved and is constantly rewarded by the positive feedback received by all of its stakeholders.
