Farmacja i Ja
Client: USP Zdrowie
Audience: Masters of Pharmacy, pharmacy technicians, pharmacy owners and pharmacy students
The change of the magazine's image and content from lifestyle (stars on the cover, interviews, advice concerning everyday life) into popular science. Re-definition of the objectives of the magazine, shifting the emphasis from entertainment and lifestyle materials to science and professional development.
The decision about the re-launch was taken after the market studies. The earlier conception of the magazine was not fully accepted by pharmacists because lifestyle materials were reducing the seriousness and scientific character of the magazine.
The key role in the new version of the magazine is played by infographics. We have considered visual journalism to be our main tool; it is not simple images or illustrations to the articles but a very important form of communication with the reader. Thoroughly illustrated and described infographics is the information itself. The topic of the illustration on the cover is connected with the medical problem leading in the issue; just one look at the cover gives the answer what the main story of the issue is.
Market studies showed that the new version of the magazine had been accepted very well by the target audience. The Millward Brown SMG/KRC survey made in summer 2010 shows that 92% of the pharmacists who receive the magazine read it regularly and 88% of managers and pharmacy owners consider it to be a source of knowledge.