A magazine focused on chronic, acute and cancer-related pain made the leap onto consumer newsstands in April, debuting at Barnes & Noble stores nationwide.
The quarterly magazine, PainPathways, has been distributed at clinics and primary care practices since last spring, and hopes to grab the attention of patients living with pain.
The fifth issue features Montel Williams, a sufferer of multiple sclerosis, on the cover. Past issues have featured Dr. Oz, of The Oprah Winfrey Show, RealAge’s Mike Roizen, and others. “We think it’s an attractive piece, that patients will want to pick up,” said Shon Lawson Gilmore, senior managing editor. “It’s not a pamphlet or a brochure.”
The magazine hopes to eventually reach national drug stores and other consumer magazine retail spaces, including CVS, Walgreens, Target and Wal-Mart, said Gilmore. Additionally, PainPathways will continue to be delivered direct to doctors’ offices. “Patients will see the magazine at the perfect time —just before visiting with their doctor,” noted Amy Taylor North, also a senior managing editor at magazine. North added that the mag isn’t targeted only to consumers. “We want to educate patients, caregivers and doctors,” she said.
According to Gilmore, several pharmas and biotechs are already advertising in the magazine, among them GlaxoSmithKline, King Pharmaceuticals, Boston Scientific and Elan. The back pages of PainPathways advertise clinical trials in the chronic, acute or cancer pain areas, and the magazine is currently looking into ways to incorporate advertising online, said Gilmore.
Richard Rauck, publisher and editor-in-chief of PainPathways, said he hopes the magazine will help to improve the lives of patients living with pain. “Patients can get information and inspiration [from the magazine],” said Rauk.
Ad revenues fund the Sceptor Foundation, a non-profit founded by Rauk.
From the May 01, 2009 Issue of MM+M - Medical Marketing and Media
