New Media publishes Medi-Clinic mag

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NMP has assisted with the development of a new strategy for the title that will support Medi-Clinic's broader communication framework. More than 65 000 copies of the 48-page magazine will be distributed to all 52 hospitals across the country, targeting LSM 7-10 medical aid members and high-income earners.

Says Tertia Kruger, manager of corporate communication, "Medi-Clinic as a brand that is associated with quality and it is important that our communication vehicles reflect this commitment. This is a magazine that we can proudly present to our patients and doctors."

Award-winning magazine editor Adelle Horler has been tasked with bringing the title to life with a clear editorial vision that will engage and influence its audiences to take action to ensure their continued good health. The magazine's four pillars include Check-up - about preventive health and advice; Check-in - which will attend to hospital issues, procedures and equipment; while convalescence, inspiration, entertainment and life after a hospital stay will be the focus of Check-out; and My Hospital, which will tackle corporate information and news.

"With a combination of quality editorial and strong creative direction we are keen to have the magazine reflect the brand at its very best, while allowing it the flexibility to inform the broader communication mix," says publisher Jason Curtis.