Pindara private hospital launches magazine
Nude Publishing launches magazine for Pindara private hospital.
The announcement:
AUSTRALIA’S first private hospital health and wellbeing magazine, ‘Pindara’, has launched its first edition, covering a variety of topics including health, nutrition and lifestyle.
Published by Nude Publishing in partnership with Pindara Private Hospital, the quarterly magazine will be distributed to Pindara patients reaching a wide demographic of patients from young families to seniors.
Business development and marketing manager at Pindara Private Hospital, Robbie Falconer said the publication takes the prospect of reaching a captive audience to a new level.
“Pindara aims to provide patients with content that informs, educates, engages and empowers them to make more informed choices when it comes to their own or their family’s health care,” said Ms Falconer.
“Unique to the magazine is the opportunity to read educational articles from doctors and highly qualified specialists who have agreed to regularly contribute content to the magazine,” she said.
Pindara Private Hospital is owned by Ramsay Health Care, one of the largest private hospital groups in the world. Ramsay operates 151 hospitals and day surgery facilities across Australia, the United Kingdom, France, Indonesia and Malaysia. In 2013, the company was recognised in the Global 100 Most Sustainable Corporations in the World.
Director of Nude Publishing, Davide De Vincentiis said Pindara takes the premise of in-flight magazines to the next level.
“Inflight magazines have always been seen as one of the most effective mediums as a result of their captive audience – but where they fail is the inability of readers to use a computer or phone to immediately seek more information,” said Mr De Vincentiis.
“One of the most exciting differences about Pindara is the ability to trigger a response – readers are readily able to use their smart devices to research further information about a brand they read about.
“In addition to this, most patients have visitors who may potentially read the magazine, giving Pindara a higher readership than the industry average,” he said.
The publication is distributed to 20,000 within the hospital each quarter with a wider distribution to immediate postcodes around the hospital, Palazzo Versace and 350 Pindara specialist and doctor waiting rooms.
The core demographic of Pindara patients is 30-55 years old with the maternity ward contributing the highest percentage of the younger readers.
In socio-economic terms, all patients receive top, private health insurance cover – putting 76 per cent of Pindara readers in the highest income quartile and 72 per cent living in the highest economically advantaged areas (ABS 2013).
Director of Nude Publishing, Nicholas Reid said the digital environment had seen the popularity of custom publishing rise.
“The digital environment has had a significant impact on advertising – but it is becoming far more fragmented and difficult to achieve the same result as mass media,” said Mr Reid.
“As a result of this, custom publishing is becoming ever more popular providing an audience that is easily identifiable with the added benefit of being able to accurately track results,” he said.
Nude Publishing, a division of Nude Creative, is a growing, Gold Coast-based publisher at the helm of other quality publications such as Qantas International Lounge’s Classic Lifestyle, Gold Coast SUNS members’ magazine, Imagine Your lifestyle, Surfers Paradise’s Precinct Magazine and Nude Food.
Nude Creative is a fast growing dynamic creative and advertising agency with an office on James Street in Brisbane and its head office at Sanctuary Cove on the Gold Coast.
Clients include Surfers Paradise, Princess Yachts, Capri On Via Roma, Australian Bookkeepers Network, Gold Coast SUNS and PT Partners.
Source: Ruby Public Relations press release.
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