MD Publishing - 2010 Media Guide by Derek Smart

The Voice of the Pre-owned Medical T Equipment Industry Since 1996

ince 1996, the Medical Dealer magazine has been the affordable way to reach more than 16,000 dealers and hospital decision-makers. Every issue is distributed to a carefully selected and maintained list of qualified subscribers looking for cost-effective alternatives.

“

It ha has been a pleasure working with such talented professionals at MD Publishing. The team at MD has worked hard to improve the relationships we are starting and building each day with our customers, vendors, and colleagues in the medical equipment and parts industry. MD Publishing is a “class act” through and through. h.

”

Mike Helms TROFF Medical Services

EDITORIAL Our seasoned editorial staff delivers the most comprehensive news and information concerning the pre-owned medical equipment industry. Each month, qualified decision makers keep up to date on purchasing decisions, through supportive content including: • Market Analysis • Product Comparison • Insightful Columns from Hospital Purchasing • Capital Equipment Buying Trends • FDA Updates • Third Party vs OEM • Do’s and Dont’s for Equipment Purchasing

ital Dig ion s Ver ne i onl

EDITORIAL CALENDAR MONTH

EDITORIAL FOCUS

BONUS DISTRIBUTION

MATERIALS DUE

JANUARY

Endoscopy

IBS/Indiana Biomedical Society CMIA/California Medical Instrumentation Association

Dec. 15

X-Ray

SPIE Medical Imaging

Jan. 15

Surgical

AORN/Association of periOperative Registered Nurses SHEA/Society for Healthcare Epidemiology of America

Feb. 15

FEBRUARY MARCH

Respiratory

IAMERS/International Association of Medical Equipment Remarketers & Servicers

Mar. 16

MAY

Nuclear Medicine

SNM/Society of Nuclear Medicine

Apr. 15

JUNE

Test Equipment

AAMI/Association for the Advancement of Medical Instrumentation

May 17

JULY

Sterilization

ASHE/American Society for Healthcare Engineering

June 15

Ultrasound

CABMET/Colorado Association of Biomedical Equipment Technicians AHRA/Association for Medical Imaging Management FIME/Florida International Medical Expo

July 15

AUGUST

Patient Monitoring

Biomedical Associations of Wisconsin Virginia Biomedical Association

Aug. 16

Cardiology

FBS/Florida Biomedical Society

NOVEMBER

MRI

RSNA/Radiological Society of North America Medica

Oct. 15

DECEMBER

NCBA/North Carolina Biomedical Association

Nov. 15

APRIL

SEPTEMBER OCTOBER

MD expo

Sept. 15

â&#x20AC;&#x2DC;10

* Editorial Calendar is subject to change

DISTRIBUTION D

QUALIFIED CIRCULATION WITHIN HOSPITAL QUALIFIED CIRCULATION BY BUSINESS 74%

Hospitals

13%

Medical Equipment Service Companies/Manufacturers

Clinics

Other

48%

Department Heads & Supervisors

18%

Directors of Purchasing/ Materials Managers

15%

Biomedical Engineers/Technicians

Presidents and CEOs

Administrators

Other

CORPORATE PROFILE:

Maximize your company’s exposure by featuring your company on the COVER of the Medical Dealer magazine, combined with an inside full-page advertisement and a Corporate Profile – a two-page editorial highlighting your corporation as well as your products and services. Total Cost: $3,295. Includes cover feature, one inside two-full-page advertisement, which runs next to your 1-2 page editorial. Available once, per company*, every two years. *Company MUST be a 12x advertiser.

COMPANY SHOWCASE:

A great alternative to the Corporate Profile, which is only available 12x per year, is our Company Showcase. This is a unique opportunity to highlight your company in a special editorial and allow industry professionals to learn more about your products and services. Total Cost: $1,995. Includes two-page spread for article and ad.

DISPLAY ADVERTISEMENT:

Strategically position your company with an eye-catching, attention-grabbing display advertisement so the buyers will call you first!

Medical Dealer Advertising Rates NET Rates per month

The Medical Dealer has proven to be a very economical method of advertising for Southeastern Biomedical. We have found it to be a great outreach to other dealers as well as hospital Clinical Engineers. eers.

”

Boyd S. Campbell, CBET, CRES Southeastern Biomedical Associates, Inc.

Ad Size

12x

1/6 pg.

$300

$250

$220

$205

1/4 pg.

$395

$360

$320

$260

1/3 pg.

$555

$475

$410

$365

1/2 pg.

$760

$655

$585

$520

2/3 pg.

$1085

$945

$805

$730

Full pg.

$1350

$1195

$995

$915

DISPLAY CLASSIFIED RATES:

4-COLOR RATES:

Ad cost:

additional $40/month

$150

NEWSLETTERS When Quality Counts

Trust

ADVERTISING RATES

The newsletter includes: • Current digital magazine issues • Feature articles • Tradeshow calendar

www.generalbiomedical.com

BUYERS GUIDE

MD EXPO SEPTEMBER 23-26, 2008

CORPORATE PROFILE

www.zettamed.com

download the preshow planner

Featured Products & Services

CE Article

Bonus Distribution

Materials Due

January

Apparel, Electronic Medical Records Masks, Infection Control*

Are You Prepared for H1N1 (Swine) Flu Pandemic?

ANA Data Use Conference

Dec. 2

February

Anesthesia, Inventory Management, Positioning Devices, Skin Prep*

What’s Being Done to Prevent Wrong-Site Surgery

HIMSS/Healthcare Information and Management Systems Society

Jan. 4

Gloves, Smoke Evacuation, Labels, Drapes*

HIPAA and Confidentiality: Practice May Change, But Principles Endure

AORN/Association of periOperative Registered Nurses SHEA/Society for Healthcare Epidemiology of America

Feb. 1

March

Endoscopy*, OR lights, Patient Warming, Surgical Instruments

Endoscopy

AONE/American Organization of Nurse Executives SAGES/Society of American Gastrointestinal and Endoscopic Surgeons

Mar. 2

Career Resources, Disposables, Monitors, Surgical Tables*

Coaching Makes Nurses’ Careers Grow

IAHCSMM/International Association of Healthcare Central Service Materiel Management AST/Association of Surgical Technologists ASCs 2010

April 1

June

Bariatrics*, Cabinets, Safety Syringes, Orthopedic

Endoscopic Ultrasound Reveals GI Tract Secrets

AAMI/Association for the Advancement of Medical Instrumentation

May 3

July

Ophthalmic, Sterilization*, Carts, Wound Management

Keep It Clean: Hand Hygiene and Skin Antisepsis

APIC/Association for Practitioners in Infection Control

June 1

Beds, Anesthesia*, IV Therapy, Trays

Malignant Hyperthermia

AANA/American Association of Nurse Anesthetists July 1 AHRA/Association for Medical Imaging Management AHRMM/Association for Healthcare Resource & Materials Management

Latex-Free, Masks*, RFID Systems, Skin Prep

Promoting a Culture of Safety to Prevent Medical Errors

ASHES/American Society for Healthcare Environmental Service

Aug. 2

Endoscopy, Labels, Drapes, Electronic Medical Records*

Document It Right: Would Your Charting Stand Up to Scrutiny

ASA/American Society of Anesthesiologists

MD expo

Sept. 1

April

May

August

September

October

‘10

November

OR Lights, Gloves*, Patient Warming, Wound Management

Winning the War Against Antibiotic-Resistant Infections

AAN/American Academy of Nursing

Oct. 1

December

Disposables*, Orthopedic, Sterilization, Surgical Tables

HCAHPS All About Patient Satisfaction

Out-Patient Surgery Centers

Nov. 1

* All Featured Products in bold are also the topics for that month’s Market Analysis article

* Editorial Calendar is subject to change

Life in and out of the OR

CORPORATE PROFILE Maximize your company’s exposure by featuring your company on the COVER of OR Today, combined with an inside, full-page advertisement and a Corporate Profile – a two-page, editorial highlighting your corporation as well as your products and services. Total Cost: $3,995. Includes cover feature, one inside full-page advertisement, which runs next to your two page editorial. Available once, per company, per year.

COMPANY SHOWCASE A great alternative to the Corporate Profile is our Company Showcase. This is a unique opportunity to highlight your company in a special editorial and allow industry professionals to learn more about your products and services.

OR Today Advertising Rates NET Rates per month

Total Cost: $2,495. Includes two-page spread, for article and advertisement.

Ad Size

12x

DISPLAY ADVERTISEMENT

1/6 pg.

$430

$375

$330

$280

1/4 pg.

$590

$510

$460

$400

Strategically position your company with an eye-catching, attention-grabbing display advertisement so the buyers will call you first!

1/3 pg.

$830

$720

$640

$565

1/2 pg.

$1065

$930

$830

$735

2/3 pg.

$1480

$1285

$1205

$1045

Full pg.

$2000

$1740

$1520

$1360

Color Rates: 4-color: $495; 2-color: $295

FEATURED PRODUCTS AND SERVICES Promote your company’s products and services with our popular “Featured Products & Services” section in every issue. Target your buying audience by placing your products in their specific category. Specs: Each product will receive up to two (2) pictures and a 75-100 word description. Total Cost: $700 per product

Advertising Specifications

P UBLICATION S IZE

Width

Height

PUBLICATION TRIM SIZE

8.25”

10.75”

PUBLICATION BLEED SIZE

8.5”

11”

A D S IZE D IMENSIONS Full Page with Bleed Full Page No Bleed

2/3 Page

AD SIZE REQUIREMENTS 7” x 9.75” (no bleed)

Display Ad Sizes Full Page

including bleed

8.5”

11”

Full Page

no bleed

7”

9.75”

4.5”

9.75”

horizontal

7”

4.5”

vertical

3.25”

9.75”

island

4.5”

7”

square

4.5”

vertical

2.25”

9.75”

horizontal

7”

2.25”

vertical

3.25”

4.5”

vertical

2.25”

4.5”

2/3 Page 1/2 Page

1/3 Page

1/4 Page

1/6 Page

8.25” x 10.75” (trim size) 8.5” x 11” (bleed)

1/2 Page Island

1/2 Page Vertical

1/2 Page Horizontal

3.25” x 9.75” 4.5” x 9.75”

7” x 4.5”

1/3 Page Square

1/4 Page Vertical (v) 3.25” x 4.5”

(s) 4.5” x 4.5”

Ads that bleed need to have an extra 1/8” on all sides. Keep type, photos, and other ad elements that are not supposed to bleed a 1/4” away from final trim line.

4.5” x 9.75”

(v) 2.25” x 9.75”

1/3 Page Vertical

1/6 Page

2.25” x 4.5”

(h) 7” x 2.25”

1/4 Page Horizontal

F ILE S UBMISSION R EQUIREMENTS All files and images must be hi-resolution (300 dpi). Images downloaded from websites will not be accepted! Preferred Digital Format: Flattened TIF, PDF and JPG files accepted. E-mail all files to art@mdpublishing.com. All artwork submitted must be the correct size. App Applications Accepted: Adobe Illustrator, Adobe Photoshop and hi-resolution Adobe PDFs. Note: Illustrator files sho must have all fonts converted to outlines and all images must be embedded into the file. Photoshop files have to be 300 dpi. All files must be CMYK. Applications Not Accepted: WORD, PowerPoint, Publisher, PageMaker, CorelDraw or any other application NOT listed above. Images downloaded from websites will not be accepted.

Media Accepted: We can accept digital files through CD, DVD, e-mail and FTP site upload. Digital files can be e-mailed to art@mdpublishing.com. Please include all support files and fonts with your document. For FTP site instructions, please call or e-mail. Custom Services, Typesetting and Repair Work: MD Publishing will make changes or deletions to your ad, provided the changes are submitted PRIOR to the materials close date. We cannot make changes to flattened/ uneditable artwork. Mailing Address for Artwork: MD Publishing Attn: Art Department 18 Eastbrook Bend Peachtree City, GA 30269 Ph: 770.632.9040 • Fax: 770.632.9090 E-mail: art@mdpublishing.com Website: www.mdpublishing.com

Please call for individual specs and requirements. A proof must accompany digital files. MD Publishing will not be held responsible for errors upon output on the file if a proof is not supplied. Any variation between the file and the proof must be indicated.

T H E

M A G A Z I N E

Service Professionals… Welcome To Your New Community W TechNation is the new magazine that directly links over 11,000 service professionals to your company’s products and services. Each issue contains insightful and relevant content ranging from technological advances to new tools to professional development.

“

The TechNation magazine has been a costeffective way to reach Biomedical and Service Professionals. Conquest Imaging’s advertisement in TechNation has been an important part of our overall marke marketing strategy.

”

Paul Conrad, Vice-President Conquest Imaging

DISTRIBUTION IN THE BIOMED COMMUNITY TechNation Advertising Rates NET Rates per month Ad Size

12x

1/6 pg.

$385

$340

$295

$250

1/4 pg.

$530

$460

$410

$360

1/3 pg.

$750

$645

$575

$505

1/2 pg.

$965

$840

$745

$660

2/3 pg.

$1330

$1155

$1085

$945

Full pg.

$1800

$1450

$1295

$1195

QUALIFIED CIRCULATION 51% Clinical, Biomedical and Radiology Engineers 20% Service Engineers 12% Department Supervisor

Color Rates:

10% Third Party Service Engineer

4-color: $495; 2-color: $295

Hospital Administrator

T H E

DISTRIBUTION & DEADLINES

M A G A Z I N E

MONTH

PRODUCT FOCUS

BONUS DISTRIBUTION

MATERIALS DUE

JANUARY

Endoscopy

CMIA/California Medical Instrumentation Association IBS/Indiana Biomedical Society

Dec. 9

X-Ray

Laboratory Managers

Jan. 8

FEBRUARY MARCH

Feb. 8

Surgical

Respiratory

IAMERS/International Association of Medical Equipment Remarketers & Servicers GBIS/Georgia Biomedical Instrumentation Society

Mar. 9

MAY

Nuclear Medicine

MSBA/Mid-South Biomedical Association

Apr. 9

JUNE

Test Equipment

AAMI/Association for the Advancement of Medical Instrumentation

May 10

JULY

Sterilization

Radiology Technicians

June 8

AUGUST

Ultrasound

CABMET/Colorado Association of Biomedical Equipment Technicians AHRA/Association for Medical Imaging Management

July 8

Patient Monitoring

BAW/Biomedical Associations of Wisconsin VBA/Virginia Biomedical Association

Aug. 9

Cardiology

FBS/Florida Biomedical Society

NOVEMBER

MRI

Radiology Technicians

Oct. 8

DECEMBER

NCBA/North Carolina Biomedical Association

Nov. 8

APRIL

SEPTEMBER OCTOBER

MD expo

Sept. 8

‘10

EDITORIAL The editorial within TechNation the magazine consists of: • Current Technology and Service Trends • New Product Comparison • Career Resources • Professional Development • Professional of the Month

• • • • •

Tech Tips Tools of the Trade Biomed Department Profile Continued Education The Vault

Power Cords in the OR

OtherSide Taking Time to Care

ne would think that everyone working in healthcare is compassionate and caring, and I see examples of this everyday: A stranger helping another stranger in a time of need or crisis. However, at times, I also observe healthcare workers who seem to not care very much at all. What I believe happens is that because we repeatedly see the same problems and issues, we become indifferent. We forget that each new patient may be experiencing the treatment for the first time. I think that this also happens to biomedical technicians, which, if we’re not careful, could jeopardize our own existence. I’m still surprised every time I hear statements like, “They need to learn how to take better care of their equipment” or “That’s not my job.” Recently, I’ve heard my colleagues in the industry utter these phrases more frequently. I really don’t understand the angst; technicians should realize that if our customers knew everything about their equipment, they wouldn’t need us. I especially don’t understand it when I hear techs complain about that “stupid five-minute fix.” Personally, I think those making such statements should be thankful; they scored an easy win. Without problems, we have nothing to fix. It’s no secret that equip-

Do Does anyone know of any regulation for lengthening power cords on ope operating-room (OR) equipment? Ou Our nurse manager wants longer pow power cords wired into existing equ equipment. That way, they can all be plugged into receptacles on one wa wall. But, are extension cords a better alternative? All comments and sug suggestions are welcome.

By Jim Fedele, CBET

ment continues to become more reliable, so what’s going to be left for us to do? Frankly, I don’t need a degreed technician to perform safety checks on equipment. Our paradigms about service need to start changing now. If not, I fear that soon there will be no need for biomedical technicians at all. I’ve been monitoring failures for a couple of years and I’ve noticed that the majority of problems are related to accessories and use. Granted, these failures lack the ability to test our technical abilities, but to the users they’re the same as any other problem. Therefore, we need to take them seriously and ﬁx them for users in a kind and caring way. We need to remember that the users are trying to utilize the equipment on a patient. Again, all the patient knows is that the equipment didn’t function properly for them either. We need to expand our scope of service if we’re going to remain successful. I know a handful of managers – myself included – who tell their staff to do a tertiary look at anything the customer asks. I’ve seen my techs work on dancing Santa Clauses (for the hospital auxiliary,) a CD player, and even a few dietary heater control boards. I don’t know of a single group of people who has more skill than we do to solve just about any problem. There isn’t any

reason that we shouldn’t work on beds, surgical tables, nurse call, or even patient entertainment. We’re better suited to manage these devices than those who currently maintain them. However, that being said, there are still members of our industry who cling to the past and feel these items are beneath their skill set. In conclusion, we must never forget where we work; we’re healthcare professionals who have the opportunity to impact a stranger’s life in a positive way. Therefore, when we tell a nurse that we don’t ﬁx something, we’re essentially telling a patient that we don’t care about them. To understand how our actions impact others, we must always connect the dots between the nurse and patient. I think that as an industry, we should start thinking about our future and what kind of service we’ll be left with as devices become smaller, cheaper and more reliable.

If you y consult the National Electrical Cod and Underwriters Laboratories, I beCode liev lieve you can lengthen all cords to 13 feet. (It m may be different; I don’t remember.) I wou would also use high-quality cordage and incr increase the wire gauge at least one step. T m To minimize the issue, an alternative solution is to permanently install outlet strips on aany cart in which equipment is ﬁxed.

Ext Extension cords are a bad idea in the OR bec because of the presence of so much liq-

uid. I’ve seen the connector on an extension cord set off the LIM when it fell into a patch of water on the OR ﬂoor. Power-cord management will always be an ongoing problem in the OR, whether you have long power cords or not.

AIV sells 18-feet to 25-feet cords; we use them for the surgical tables. Any “extension” cords are made out of the weatherproof boxes that have the ﬂip covers and are sealed to prevent any water-intrusion. These are made by our maintenance crew.

To eliminate extension cords at my last employer, we changed out many of the equipment cords with longer ones. The only regulations that I remember dealt with the amp capacity of the cord for the length and gauge size. It saved us a ton of problems. On some cart-mounted equipment, we shortened the cords and ran them to a cart-mounted, heavy-duty/hospital-grade

outlet strip. This reduced cord clutter.

I’ve seen a few cases where the local safety officer or the “authority having jurisdiction” flat-out banned “all” extension cords in the facility, but nothing at the National Fire Protection Agency-level. Did I miss something? Based on experience, my thoughts are that replacing existing cords with customsized, longer ones is preferred over using extension cords as long as the capacity and leakage currents are OK. That usually means one gauge higher than the original equipment manufacturer used (to minimize line drop), and leakage current is addressed on a case-by-case basis. Extension cords tend to “walk” and are prone to spills, as was previously mentioned. These posts are from Biomedtalk listserv. Go to http://bmetsonline.org to find out how you can join and be part of the discussion.

Jim Fedele, CBET, has been with Medical Dealer magazine for more than 10 years. He is currently the director of clinical engineering for Susquehanna Health Systems in Williamsport, Pa. He can be reached for questions/comments at info@mdpublishing.com.

September 2009

105

October 2009

101

O W

MEDICAL DEALER 2010

BUYERS GUIDE

IN AR ITS 12T H YE

Y Your Annuall Resource R Guide G id For F Medical Equipment and Services M The Medical Dealer Buyers Guide is the official guide for thousands of medical equipment companies. Think of it as the “Yellow Pages” for our industry. It is the ultimate resource for more than 20,000 qualified subscribers of the Medical Dealer, OR Today and TechNation magazines.

“

Since the day I started ISIS Medical Solutions, I have used a mass marketing campaign to get our name out. We have had an ad in the Medical Dealer every month since ISIS Medical Solutions was established. In addition, the Buyers Guide hits a large spectrum of people and we get even more bang for the buck. In my opinion, it’s a no brainer.

”

Michael Callaghan, ISIS Medical Solutions, LLC