Favorite Hobbies - Healthcare Marketer`s Exchange
Transcription
Favorite Hobbies - Healthcare Marketer`s Exchange
es, views p i c Re ant Re : h t n ur t Mo Resta x e N nd ine, a W Vol. 24, No. 4 “Where Healthcare Marketers Connect” www.HMExchange.com MAY 2015 Paulette McCarron Communications Media, Inc. Samuel Pizarro II AREA 23 The Smell of Dust and The Horror Of Paper Page 6 Creative Hobbies Page 7 Carol Timberlake Geri Tauber Toby Jug Collection Knitting: An Antidote to Stress Timberlake Media Services, Inc. Page 8 Scout Page 10 Favorite Hobbies Visit Our Website For: • Job Opportunities • Vacation Rentals • Contests and Polls • Article Archive • Calendar hmexchange.com Robin Bartlett Rosemary McConnell Christine Martynick Brooke Suskin The Challenge of Precision Sibling Rivalry… My Road to Cooking Personal Exchange Page 11 Page 12 Skiing: Fun for the Whole Family Dove Medical Press DMD Marketing Corp. SLACK Incorporated LLNS Page 14 Page 13 Also Inside... 4Announcements Online at hmexchange.com Mailbags Fun Things To Do Contests THE EXCHANGE P.O. Box 64 Verona, New Jersey 07044 PRSR STD US Postage Paid Permit #402 Senatobia, MS The Legacy Lives On O nce upon a time many years ago The PowerBuy™ was created. It combined the reach and readership of Family Practice News® with Internal Medicine News® for traditional primary care coverage for your brand message. It’s impact is as strong as ever: • Delivers 141,715 unduplicated primary care readers. • # 1 in total readers • # 2 in average page exposures (Source: Kantar Media, June 2014 Med/Surg Readership Study) To ensure the most complete and efficient primary care coverage, expand The PowerBuy™ to include NPs and PAs in the Clinician Reviews®25th anniversary buy. THE HEALTHCARE MARKETER’S EXCHANGE www.hmexchange.com Dear Healthcare Marketer, PUBLISHER Nancy A. Leonard P.O. Box 64 Verona, NJ 07044 973-744-9505 [email protected] ASSISTANT TO THE PUBLISHER CIRCULATION MANAGER Denise Pecora 973-744-9505 [email protected] ART DIRECTOR (Ad Submissions) James J. Ticchio Direct Media Advertising 73 Glenmere Terrace Mahwah, NJ 07430 201-327-6985 [email protected] EDITOR (Editorial Submissions) Elise Daly Parker 973-919-1067 [email protected] Join us on Facebook.com/HMExchange Twitter.com/HMExchange LinkedIn.com/in/HMExchange Copyright ©2015 HEALTHCARE MARKETER’S EXCHANGE. All rights reserved. Address all correspondence to HEALTHCARE MARKETER’S EXCHANGE, LLC, P.O. Box 64, Verona, NJ 07044. The opinions expressed are those of the authors and do not necessarily reflect the views or opinions of the publisher, HEALTHCARE MARKETER’S EXCHANGE. Available by subscription: $36 for 12 issues. Individual copies available at $4 each. Phone: 973-744-9505. Email: [email protected]. The expanded PowerBuy –ensuring smart advertisers live happily ever. ™ Do you have any hobbies? Run marathons? Have a collection? Sky dive? My hobby right now is my kids! Music, art, basketball, fashion, entrepreneur club – this is where it’s at in the Leonard household. There was a time, however, when I collected Steiff stuffed bears and animals, Beanie Babies, Whacky Packages, Partridge family albums and cards, Holly Hobbie Dolls, Cabbage Patch Dolls, and all the top 45s. Remember those records? I used to have dance contests with my friends all the time. The Miss you, Mom! only collection I have kept up with is my Byers’ Choice Carolers Collection, which I’ve told you about before. You may recall, I’ve tried to tell my kids that one day they will appreciate this valuable collection. However, they despise my Byers. In fact, the joke is that they will sell them all on eBay when I pass. I’ve tried my talent on art, golf, tennis too. And while I still love golf, I just don’t have the time it requires to be a decent player. I don’t cook, but I do have quite a collection of take-out menus – LOL. And of course, I love going to a good restaurant...does that count? Throw in a good sing-a-long piano bar and I’m there! I suppose if you can call travel a hobby, that would be on the top of my list too. However, that’s a hobby that’s limited by time and money. All kidding aside…The Merriam-Webster dictionary defines a hobby as a pursuit outside of one’s regular occupation, engaged in especially for relaxation. And research shows that the busier you are the more important a hobby can be for a sense of balance in your life. So those of you who have a hobby and pursue it are actually engaging in something you enjoy that’s good for you too. I always find it fascinating to know more about what the folks in our industry do outside of their day-to-day work life. After all, that’s really what The Exchange is all about – making the professional connection on a more personal level! So in this special Hobby issue, we’re delighted to have wonderful stories on some of your pastimes and passions. Christine Martynick has been skiing with her family since she was 11 years old. Despite the fact that she was the designated family dishwasher and not the cook growing up, Rosemary McConnell discovered a love and talent for cooking and catering. Carol Timberlake, once afraid of her grandmother’s Toby Jug collection, now has a collection all her own. Geri Tauber discovered more than sweaters when she took up knitting. Samuel Pizarro II combines his love of horror movies and art as a horror makeup artist. Paulette McCarron loves a good book…and makes it a point to visit used book stores wherever she goes. Robin Barlett’s passion for precision led him to become a competitive Bullseye Pistol Shooter. And Brooke Suskin shares about her dreams for travel, along with a few more of her favorite things in this month’s Personal Exchange. With all the goings-on of my kids, I’ve stepped away from some of my favorite pastimes and hobbies, but who knows maybe one day soon I’ll take up ??? Mothers hold their children’s hands for a short while, but their hearts forever. Happy May and Mother’s Day too, ~ Unknown ~ Join Our Upcoming Issues… Summer Getaways! KIDS FAMILY Where do you go and what do you do? •Fun day trips •Can’t miss festivals and celebrations •Weekend adventures •Vacation destinations •StayCation ideas Summer Recipes and Pix welcome too! CONTACT: PHIL SOUFLERIS • 973.290.8224 • [email protected] GINA BENNICASA • 973.290.8221 • gbennicasa@frontlinemedcom KATHLEEN HILTZ • 973.290.8219 • [email protected] KEN WATKINS • 973.696.8658 • [email protected] + We’d love to know your… •Parenting tips and lessons learned •Celebrations – graduations, religious milestones, weddings •Vacations and reunions •Kids Kontributions – Showcase your budding artist or writer’s latest work •Family favorite recipes and photos Contact our Editor Elise for more information or send her your copy and pix at [email protected]. Poll Winner: Congratulations to Geri Tauber from Scout. She wins $25! www.frontlinemedcom.com M A Y 2 0 1 5 w w w . H M E x c h a n g e . c o m T H E E X C H A N G E 3 www.hmexchange.com Announcements Send press releases to: [email protected] Onward & Upward Promotions • Additions Apervita, Inc., health analytics and data marketplace, has announced the appointment of Brad Ryan, M.D., as Chief Commerce Officer. Brad will lead Apervita’s commercial, product, and market expansion across provider, payer, pharmaceutical, and device segments. He will work closely with Apervita’s key customers and partners, enabling them to realize the benefits of liberating their health analytics and data. He can be reached at 312-257-2967. Axon, a healthcare consultancy, has announced the appointment of Kiran Ghouri, Pharm.D., as Medical Writer and Stephanie Smith as Senior Program Manager. They can be reached at 914-701-0100. Communications Media, Inc., has announced the appointment of Selamawit Gilagaber as Senior Director, Insights and Analytics, Jenny Chan as Associate Campaign Analyst, Elizabeth Semmens, Carly McGinley, and Angela Goch as Associate Media Planner. They can be reached at 215568-5944. Michael Brooker has been appointed to Associate Campaign Analyst and Jessie Cohen as Supervisor, Media. They can be reached at 646-840-0717. Caitlin Fitzgerald has been appointed to Associate, Media Operations, and Allison Cook as Search Analyst. They can be reached at 484-322-0880. MediScripts has announced the appointment of Stephen M. Hoelper as Vice President, Marketing and New Product Development. He can be reached at 201-727-1555. Natrel Communications has announced the promotion of Nicole Hyland to Senior Vice President, Chief Marketing Officer. She can be reached at 973-292-8400. New & Noteworthy Ogilvy CommonHealth Worldwide launches a global report on the muchhyped sector, wearable technology. The report, Wearable Technology Futures 2020: a New Path for Public Health, lends insight into some difficult but important questions currently challenging the health technology industry. For example, how can wearable technology better appeal to those who could most benefit from it – like the inactive or those fighting obesity – in addition to the health enthusiasts and technophiles currently embracing these wearable gadgets? For further information or to obtain a copy of the full report, visit www.slideshare.net/OgilvyCommonHealth. Sanofi Pasteur has received FDA approval for Quadracel (Diphtheria and Tetanus Toxoids and Acellular Pertussis Absorbed and Inactivated Poliovirus; DTaP-IPV) vaccine for active immunization against diphtheria, tetanus, pertussis, and poliomyelitis in children 4 through 6 years of age. For further information, visit sanofipasteur.us/. Teva Pharmaceuticals Industries, Ltd., has received FDA approval for ProAir RespiClick (albuterol sulfate) inhalation powder, a breath-actuated, multi-dose, dry-powder, short-acting beta-agonist (SABA) inhaler for the treatment and prevention of bronchospasm in patients 12 years of age and older with reversible obstructive airway disease; and the treatment of prevention of bronchospasm in patients 12 years of age and older with reversible obstructive airway disease; and for the prevention of exerciseinduced bronchospasm (EIB) in patients 12 years of age and older. It is expected to become commercially available to patients during the second quarter of 2015. For further information, visit www.tevapharm.com. Awards • Mergers Astellas Pharm US, Inc., has received FDA approval for Cresemba (isavuconazonium sulfate), a new antifungal drug product used to treat adults with invasive aspergillosis and invasive mucormycosis, rare but serious infections. For further information, visit www.astellas.us/. Ferring Pharmaceuticals, Inc., announced FDA approval of a name change enabling its newly acquired recombinant human growth hormone to be marketed in the U.S. as Zomacton [somatropin (rDNA origin)] for injection, and its needle-free delivery system to be marketed in the U.S. as ZOMA-Jet™. Ferring purchased the U.S. rights to Zomacton, formerly TEV-TROPIN®, and to ZOMA-Jet™, formerly Tjet®, in December 2014 from Teva Pharmaceutical Industries, Ltd. Ferring developed and has marketed Zomacton outside of the U.S. since 1988 and in 47 countries globally. For further information, visit www.ferringusa.com. Novartis has received FDA approval for Jadenu (deferasirox) tablets, a new oral formulation of Exjade (deferasirox) tablets for oral suspension, for the treatment of chronic iron overload due to blood transfusions in patients 2 years of age and older, and chronic iron overload in non-transfusiondependent thalassemia syndromes (NTDT) in patients 10 years of age and older. Jadenu is the only once-daily oral iron chelator that can be swallowed whole. For further information, visit www.Novartis.com. Ogilvy CommonHealth Worldwide has announced that Diane IIer-Smith, Executive Vice President, Chief Creative Officer, at Ogilvy Healthworld New York, has been selected by the CLIO Healthcare Awards to serve as an inaugural executive juror for the 2015 competition. She will be one of the three jurors on the Digital, Digital Technique, and Social Media judging panel comprising nine creative leaders in the healthcare industry. The CLIO Healthcare Awards, now in their seventh year, are an extension of the CLIO Awards, one of the most recognized and respected award competitions for advertising, design, and communication. For more information about the CLIO Healthcare Awards, visit www.cliohealthcare.com. 4 T H E E X C H A N G E w w w . H M E x c h a n g e . c o m No matter how they read it, they just can’t put it down SAVE THE DATE NOVEMBER 5-8, 2015 JW MARRIOTT DESERT RIDGE, PHOENIX, ARIZONA Advance Practitioners A CE EVENT FOR in Oncology And now with so many ways to access the journal, they don’t have to. With the most average issue readers, average page exposures, high readers, and ad page exposures,1 American Family Physician is still the best-read journal in primary care— no matter how it’s served. Along with print, and a large, rapidly growing population of tablet and smartphone edition users, 86,266 US Family Physicians (75% of the total) are registered for Web site access because they are AAFP members.2 To learn about promotional opportunities, contact the AFP/FPM Advertising Sales Team at (201) 288-4440 or [email protected], or visit www.aafp.org/journals/adinfo. References: 1. Primary Care. Medical/Surgical Study. Kantar Media; June 2014. 2. Membership data on file; American Academy of Family Physicians. Learn more at jadprolive.com This CE/CME/CEU accredited conference is jointly sponsored by: M AY 2 0 1 5 Favorite Hobbies The Horror Of Creative Hobbies The Smell of Dust and Paper by by Paulette McCarron I cannot remember a time in my life when I wasn’t reading. As a child, I harbored the fantasy that I would one day be a librarian, able to spend all my days surrounded by books. While my career took a different path (though there are bad hair and glasses days), I never lost my passion for immersing myself in printed paper. When I was younger, I read mysteries mostly, and devoured the bulk of Agatha Christie’s entire collection before I was 10 years old. As I grew older, I branched out a bit, first to Fantasy/Science Fiction, then to Historical Fiction, Biographies, War Novels, Nonfiction, and, yes, even the occasional “Chick Lit.” having all the Harry Potter books with the “British” covers earned my daughter some elementary school “street cred” back in the day. she often takes out books only to discover she’s read them already, years before. MOST OF ALL, HAVE FUN! OF BOOKS AND BOOKSTORES Paulette McCarron is Senior Vice President, Media, Communications Media, Inc., 19 West 44th Street, Suite 801, New York, NY 10036. She can be reached at 646-840-0717 or pmccarron@ cmimedia.com. IF YOU DECIDE TO SPEND A RAINY DAY IN A USED BOOKSTORE, I OFFER YOU SOME TIPS: 1) Be prepared to get dirty. These are not antiseptic Barnes and Noble’s cleaned daily. 2) Don’t be offended if the staff follow you around. Many of the books are old and extremely valuable, and theft is a concern. 3) Ask questions. Most owners/staff who work at used bookstores are book geeks and you will not only learn about the book you’re looking for but a host of other things. A LEGACY OF BOOKS 4) Be adventurous. While you may not I’m the third generation of slightly find the exact book you want, you may built, bespectacled New York women find a gem hidden in a shelf, out of who carry books with them everywhere. The McCarrons North at a family wedding. alphabetical order. I have many moments with my mother 5)Don’t expect the place to have every book filed in order. when we sit, in complete silence, in adjacent comfy chairs, Often the denizens of these stores grab books as they go noses in a book. These quiet times are only interrupted and then re-shelve them someplace they don’t belong by my stopping to get coffee and cake (that I’ve baked) to when they find yet ANOTHER book they prefer or run power us through our books until the next meal. My mom out of hands to carry them all. knows all her local librarians by their first names, though With the advent of eReaders, many of my friends and family made the shift to reading electronically. I prefer paper and have stuck with it, though I do seem repeatedly called on to defend this choice. I love the smell of paper, the heft of the physical book, and much of this is rooted in my love of bookstores. Like the libraries of my youth, bookstores are my Sirens’ song. I find bookstores endlessly compelling, and craft a substantial part of my travel time in other cities and countries to search for books. I love all bookstores but have a (now no longer) secret hankering for used bookstores. Carrying a list (sometimes on my phone, but often on paper), I forage through dusty shelves in search of favorite authors. I’ve examined Voodoo books in hidden alleys of New Orleans, Baking cookbooks in New York City, Westerns in San Francisco (in the now defunct “A Clean Well-Lighted Place for Books,” which was open late into the night), and Dr. Who tomes on Charring Cross Road in London. I then lug all of these back on the train, or the plane, or the car, much to the bemusement of my companions. However, 6 T H E E X C H A N G E w w w . H M E x c h a n g e . c o m Favorite Hobbies TOP BOOKS EVAH in no particular order 1 Murder on the Orient Express by Agatha Christie, Mystery 2 Snow Falling on Cedars by David Guterson, Fiction 3 The Chosen by Chaim Potok, Fiction 4 A Confederacy of Dunces by John Kennedy Toole, Fiction 5 The Witching Hour by Anne Rice, Fantasy 6 Harry Potter and the Half-Blood Prince by J.K. Rowling, Fiction 7 Gone Girl by Gillian Flynn, Thriller 8 The Killer Angels by Michael Shaara, War 9 Steve Jobs, a biography of Steven Jobs by Walter Iscaacson 10 Lord of the Rings Trilogy by J.R.R. Tolkien, Fantasy M AY 2 0 1 5 Samuel Pizarro II T he story of how I got started in horror makeup began when I was about 13 years old. Up until that point, I knew for sure that the Wolfman was absolutely real, but as long as he lived in my sister’s closet I wasn’t too concerned. I always enjoyed watching horror movies, but then I was becoming interested in what makes them so scary. I figured out that the bloody misunderstood tentacle-vampire creature is what makes the typical Horror movie scary (By the way, he only wanted to be your friend... by hugging your neck with his hands). to be able to see those infected/diseased wounds and not just slather someone up with fake blood and send them on their way. There are many things I consider when applying special effects makeup to a person. Let’s take zombie makeup, for example. First, is this person a freshly made zombie? If so, the skin would just start to discolor and the bite wounds would be fresh and visible. If this is a zombie that’s been aged, the face would have more sunken-in features and advanced discoloration. If you are planning on doing your own makeup, here’s my pro tip: DON’T FORGET YOUR EARS AND NECK! There have been so MAKEUP – THE PERFECT ART AND HORROR COMBINATION many times when I’ve seen good I had always been an art face makeup and the artist forgot person: drawing, sculpting, the ears or neck (or both!), comairbrushing, you name it. It pletely ruining the effect. When was only natural that I became you commit yourself to becomfascinated with the art of creating a monster character, you Giving a makeup demonstration. ing these movie monsters and have to go all the way. the wounds they inflicted. I met a few people from the local As with any hobby, you can never learn enough and you comic book shop where I grew up. They taught me some should never stop learning. I’m always asked to create all makeup techniques and my interest took off from there. I kinds of strange, grotesque, and bloody makeups. But what developed my craft sporadically over the years until about six really drives the whole effect is watching my clients have fun years ago when I decided to dedicate myself to this as a seriwith it and seeing them lose themselves in their character for ous hobby. a while. If you’re wondering what is the best thing someone has MONSTROUS INSPIRATION There are many famous makeup artists who inspire me, ever said about my makeup effects, it’s, “Eww, that’s gross! I’m gonna throw up!” including Tom Savini (many films, including Friday the 13th To which I always reply, “Thank you!” movies), Rick Baker (An American Werewolf in London), Rob Bottin (The Thing), Dick Smith (The Exorcist), and the person Don’t miss more pix of Samuel’s work on our Digital Edition! who does Ronald McDonald’s makeup (absolutely terrifying!). Samuel Pizarro II, Art Supervisor, AREA 23 / An FCB Health Of course, their work in movies has made a massive impact in Company, 622 Third Avenue, New York, NY 10017. He can be my life. My favorite movie monsters appear in such films as reached at [email protected]. You can also reach him at Aliens, The Thing, Dawn of the Dead, Day of the Dead (just all Scairie & Grosse – the finest in chromas, demulcents, and embrothe zombie movies, really), Re-Animator, Evil Dead, Halloween, cation at [email protected]. and Friday the 13th movies. To me, the 1980s were a glorious time for special effects makeup. APPLYING MY MAKEUP SKILLS I’ve had a few opportunities to apply my skill with special effects makeup professionally. Recently, for example, I worked on a medical video for a client in which I created the effect of plaque psoriasis on models. My main clientele consist of average people who are part of the growing obsession with zombies. Usually they seek me out during the “on” season and find me mostly by word of mouth. That’s right, there definitely is a time of year when the demand for special effects makeup is high. Mainly it’s around Halloween. The bloodier the better is my clientele’s attitude, but sometimes that’s not the way I’ll style their makeup. It’s important Curious Clientele Communication Over the years, I’ve had some fascinating requests from people interested in my gory makeup services. Here are some of the weirdest questions I’ve received and my responses: Client A: Can you make my son into a zombie? Me: Sure, how old is he? Client A: Two months old. Me: What’s the number for child protective services? Client B: Do you do wedding makeup? I want my bridesmaids to have smokey eyes. Me: Umm, I can do makeup so that they all have black eyes. I haven’t gotten the call for a zombie/Halloween themed wedding party…yet! But I’m dreaming of the day I do get that call. It would be a lot of fun! M A Y 2 0 1 5 w w w . H M E x c h a n g e . c o m T H E E X C H A N G E 7 Favorite Hobbies Hard to TOBY JUG COLLECTION by cra c k. Carol Timberlake M y grandmother was an avid antiques collector and on Over the centuries, Toby has become more than a simple her end table stood “Hands in Pocket Toby.” When representation of Toby Fillpot, the traditional British charI would visit her apartment in New York as a young acter from the song. He has come to represent a piece of child, she would always coerce me into “greeting” him. I British culture with hundreds of characters represented. The would have nothing to do with that crazy looking Jug with original characters of the Toby family are many and includhis ugly face and ed the likes of sinister grin, and The Hearty Good would run away Fellow, Hands in screaming and Pocket, The Tipsy crying. I was terMan, The Squire, rified of Toby for Prince Hal, and years, even had The Nightwatchnightmares about man, each one him chasing me in tells the rich histhe dark. However, tor y of British over time, I came culture. to love Toby and More modern Carol and Dale’s Toby Jug Collection. We always say they are “Standing Watch” : ) with my GrandTo b y s i n c l u d e mother Nonna’s help, decided to learn more about their Winston Churchill, the Queen of England, and other notaorigin and history. ble figures. When Nonna passed in 1995, she left me her “Hands One of the original Toby Jug pottery makers was Ralph in Pocket Toby.” That’s when I and my husband Dale Wood. Ralph Wood Tobys are incredibly rare and will be began our Toby collection. Through the years, we attended the centerpiece of any Toby collection. Original Toby Jugs antique shows looking for Tobys and buying ones we liked are quite distinctive, the early ones showing a pitcher and could afford. Our collecting criteria were uniqueness, of frothy ale in the left hand, a pipe or cup in the right pottery quality, late 1700s/early 1800s, and price. We quickhand, a removable tricorn hat for drinking, and ly learned that for really nice Tobys, we these are all glazed in vibrant colors. The needed to extend our search to England. early Toby Jugs also depicted the sign of My husband Dale did extensive research the times. For example, in the late 1700s online to find the legitimate dealers, then the plague was rampant in England so many reached out in emails. For the Ralph early jugs have the appearance of a pockedWood Toby purchase, the dealer we selector diseased-faced person. The uglier the ed required us to send a photo of our colface the better! lection to prove we were serious collectors OUR PERSONAL TOBY COLLECTION and would take care of “Ralph.” We have a small collection in comparison to other well-known collectors. THE STORY OF TOBY It is not known where the name Currently we have 18 Toby Jugs, both small originated from, although many scholars and standard sizes, ranging from an origibelieve it was taken from a British song nal Ralph Wood Toby from the late 1700s Hands in Pocket Toby (left); Ralph Wood Toby (right). written in 1761 called “The Brown Jug.” In to some more recent Tobys from the early the song there are references to Toby Fillpot, a thirsty mug1940s. We now have Tobys from Staffordshire and Yorkger who drank beer from his Toby Jug. A typical Toby Jug shire, England. We also have what are known as Prattware stands nine to ten inches tall, large enough to hold about a and Pearlware Tobys. Of course our Ralph Wood Toby has a quart of Ale. The original Toby Jugs were manufactured in special place in our collection, so he’s affectionately known the late 1700s. in our house as “Ralph.” More recently, Royal Dalton and others have taken to Carol Timberlake is President and C.E.O., Timberlake Media making Toby “face” mugs with influential persons from the 1800-1900s. An original Toby, typically from Staffordshire Services, Inc., 1556 Pine Lake Drive, Naperville, IL 60564. She or Yorkshire, England, is always a “full body” and not just a can be reached at 630-820-1100 (o), 630-248-5356 (c), or “face mug.” [email protected]. 8 T H E E X C H A N G E w w w . H M E x c h a n g e . c o m M AY 2 0 1 5 That’s your prospect in a nutshell. Hard to see. Hard to talk to. Hard to convince. And that’s where NEJM comes in. When you advertise here you become part of a relationship unique in medicine. From IMs and IDs to Hems, Oncs and Cards, physicians are bound to NEJM by exceptional ties of loyalty and trust. They read it – and the ads it carries – with a special intensity. It’s harder than ever to talk to doctors in person. But you can talk to them through NEJM – and know they’ll listen. Which is just what you want in a marketing partner. That’s our story in a nutshell. Find out more* from your NEJM Sales Director or email [email protected]. Important news. Important readers. * Ask about the 2013 Essential Journal Study and the 2014 Brand Funnel Study. Favorite Hobbies Knitting: An Antidote to Stress by Geri Tauber “I Knit So I Don’t Unravel.” T hat’s what shouts from the t-shirt advertised on one of the many knitting sites, FB pages, and catalogs that engage me daily. I certainly didn’t pick up knitting needles several years ago as a form of therapy. I’d always had the idea that knitting might be interesting. So when I eventually mustered up the courage to bring a ball of yarn and freshly purchased needles to my local library’s knitting circle for instruction, fun and the promise of beautiful, handmade garments were the only benefits on my mind. Yarn stores make me swoon with delight. The colors and fibers create a tactile and visual explosion in my soul, and the promise of what I may coax from these simple balls of string makes my fingers greedy. And yarn? The variations are virtually endless. Thick and chunky, thin and lacy, worsted, doublestranded, ribbon-like. Natural fibers have seduced me and include wool, cotton, linen, silk, bamboo. It’s a sensual experience just saying “Alpaca. Angora. Cashmere.” It’s no wonder my husband refers to the catalogs filling our mailbox as my “yarn porn.” THE KNITTING CONNECTION Fast-forward six years, and Cable: My first cable sweater, knit I am a committed, somewhat with chunky yarn. obsessed knitter who has moved way beyond knitting flat squares. I knit socks, sweaters, lace, baby clothes, and hats. Sometimes I follow patterns, sometimes I invent my own. If you are a friend, you are probably the recipient of at least one knitted item. 1 0 T H E E X C H A N G E w w w . H M E x c h a n g e . c o m ber. ecem THE CHALLENGE OF PRECISION by M Robin Bartlett y hobby is “Bullseye Pistol Shooting.” This sport four levels: Marksman, Sharpshooter, Expert, and Master. I am requires the shooter to shoot paper targets in a timed a Sharpshooter. match of 270 shots using three difI compete in New Jersey, New York, ferent pistol calibers: .22, .38, and .45. and Connecticut, year-round. The bullseye (The .45 can be substituted for the .38 if matches are shot indoors in the winter desired.) For each caliber of pistol, the months at 50-foot ranges and outdoors in shooter fires 90 rounds slow fire (one the summer at 50 feet and 25 yards. I was a minute per shot), 90 rounds timed fire (4 member of the NJ Pistol Team that went to seconds per shot), and 90 rounds rapid the National Matches at Camp Perry, Ohio, fire (2 seconds per shot). It is a challengin 2010. These matches are considered ing sport, combining physical strength, America’s “World Series of The Shooting mental focus, precision, patience, control Sports.” of breathing and heart rate, and tremenI have been shooting pistols for many dous hand-eye coordination. High-quality years and find this sport to be both mental.22 match target pistol with Red Dot sight. match pistols costing thousands of dollars ly and physically challenging. It combines Practicing for Bullseye Pistol match. and hand-loaded ammunition are used. my enjoyment for achieving precision with the technology COMPETING found in high-quality, match-level firearms. Bullseye Pistol Shooting is an individual sport, but I practice with other members of my local gun club in Tenafly, New Jersey. I’ve been a member there for several years. I practice with those who are interested in the same form of competition. As you shoot in competition, you are classified at one of Robin Bartlett is the Publishing Development Director for Dove Medical Press, a UK-based open-access journal publisher. He can be reached at 201-660-7396 or [email protected]. st D ts l a uth FROM INTEREST TO OBSESSION g if ea : Th Club Book Knitting can also be a metaphor for the threads that bind FROM SCARVES TO BLANKETS us together. I’ve engaged many On that cold January night, I a stranger on a plane or in an airhad no idea what knitting was all or as port lounge – it’s a great conversation about. Yarn was yarn – no more, no ’s boo ed v i k cl starter with knitters and non-knitters rece ub m less. I held out my new needles and said, they alike. And I’ve become closer to several wonembe s k c o r s show off the hand-knit s “I’m a virgin, teach me.” And the room of derful friends and relatives who’ve also fallen in women smiled to themselves as if to say, “We’ve caught love with the fiber arts. We happily spend hours together, another one!” By the end of that evening, I had learned chatting while our needles click, and sharing patterns and how to “cast on” (put the first row of stitches on a needle) techniques. and knit several rows of simple garter stitch. As an account manager in a creative advertising agency, The following week, I learned how to “bind I like to think of knitting as my way to express my creative off” (close up the stitches at the end of the side. Yes, knitting is fun. Yes, knitting provides me with project). Soon after, I learned to purl, and unique, one-of-a-kind garments and handmade gifts. But quickly ran up my personal inventory of as the t-shirt says, knitting also provides a drug- and alcolong, somewhat hole-y scarves. And hol-free way to relax and unwind. Stress seems to disapjust as quickly, creating scarves and pear. Anxiety fades away as the garment under my fingers other basic rectangles passed from takes shape. It may appear again, briefly, if I drop a stitch, being a novelty to a challenge – but fixing a botched stitch always results in deep satisfachow can I vary the colors and tion. Like a form of meditation, knitting frees my mind stitches to make my rectangles to solve problems and contemplate my options while my more interesting? What if I sew fingers coax the yarn into submission. The yarn unravels, a bunch of different rectangles not me. into a blanket? Favorite Hobbies Postscript: As I finished this article, a friend posted on my wall, “I knit because punching people is frowned upon.” Err, that is also true and one more benefit of knitting! Geri Tauber is Senior Strategist, Scout, 311 South Wacker Drive, Suite 860, Chicago, IL 60606. She can be reached at 312361-1640, ext. 330, or [email protected]. M AY 2 0 1 5 Reach the brightest and the best OUP publishes some of the leading journals on infectious diseases. Our top-quality, peer-reviewed content offers excellent opportunities to maximize exposure to key opinion leaders, researchers, and prescribers. Published for the Infectious Diseases Society of America and the HIV Medicine Association Published for the Pediatric Infectious Diseases Society NEW Impact Factor 9.416 / Ranked Impact Factor 5.778 / Ranked 2nd in Infectious Diseases* 5th in Infectious Diseases* Online only / Fully open access *2013 Science Citation Index (Thomson Reuters 2014) ADVERTISING Kathleen Malseed, PMI: [email protected] REPRINTS Amy Foote: [email protected] SUPPLEMENTS Marnie Vandenburg: [email protected] Find out more at: www.oupmediainfo.com vr3 reproindd.indd 1 M A Y 2 HME 0 1 5Advert w w w . H M E x c h a n g e . c o m T H E 13/04/2015 E X C H A N 15:27 G E 1 1 Favorite Hobbies Sibling Rivalry…My Road to Cooking by Rosemary McConnell M y sister Meg and I were the two oldest girls in a family of 10 children. We were responsible for cooking dinner and cleanup. Since I was the one out gallivanting with friends and activities – cheerleading, play practice, or basketball – I didn’t get home until late and certainly not in time to even think about starting dinner. So she cooked, I cleaned up...a lot of dishes. And we didn’t have a dishwasher at the time! It wasn’t until I moved into my own place in my early 20s that I started experimenting with food. At first it was just easy foods like chicken and pasta. But, as I began working a weekend job as a caterer, I found a whole new variety of food that I had never known growing up in a large Irish family. And I started cooking. I originally got into catering for the additional income to help support raising three girls as a single mom. It was something I could do on the weekend when Beef up your my girls went to their buffet with layers dad’s house. I enjoyed to add height and the flexibility it procharacter! vided me by allowing my choice of work days. As “front of the house” staff, I found out that I enjoyed working with food, decorating buffet tables, passing trays, and working with the other waitstaff and kitchen personnel. STARTING MY OWN CATERING COMPANY I ultimately started my own catering company when I had people reach out to me directly for help with parties. They not only wanted help on the cooking end, but also the serving end of things. Catering, as we all know, is a very difficult job. For some parties, I’ll put in 40-50 hours doing planning, shopping, and preparing as much as possible prior to the actual day of the party. Then the party date comes and it’s another 10-12 hours with any last-minute prep. There are many things that cannot be done until the day of the party – packing up the job, travel, setup, party, breakdown, and getting my “things” back into their storage place. So maybe 50-60 hours total for a job. That being said, I still do a couple of parties a year but have definitely slowed down as I’m not as young as I used to be!! 1 2 T H E E X C H A N G E w w w . H M E x c h a n g e . c o m Favorite Hobbies Skiing by THE TRICK IS TIMING AND PLANNING As I did more catering, I found I had a knack for timing. And that, it turns out, is the most important part of cooking. Getting all parts of the meal to the table at once is a science. However, if you break it down into individual steps, it becomes very easy. For instance: 1. Cooking a filet roast takes about 45 minutes, plus 15 minutes for it to rest before slicing, so about an hour total time. 2. If you’re going to have baked potatoes along with this protein, then you need to put them in prior to the meat since they generally take 60-70 minutes to cook and can sit for a while before serving. 3. And then there are veggies and they are the important part. But should you grill, sauté, steam, blanche, roast, or microwave? The choices are endless nowadays. They don’t usually take an hour to prepare, but plan according to the directions based on your type of cooking method. If you’re planning a dinner party for friends or just having the family over for Sunday dinner, plan it out. Write out what your menu is, how much oven time is needed, how long will things need to cook, and what can sit after cooking without losing flavor or freshness. Put it down on paper or your Smartphone’s calendar to keep yourself on track. Some great sites I visit often are foodnetwork.com and bonappetit.com. I’m always a fan of the cooking shows, so I regularly rely on The Barefoot Contessa (barefootcontessa.com) or Giada (www.giadadelaurentiis.com) for some great inspiration on what to serve and what’s the newest trend in food. NOTE: Check out Rosemary’s Shrimp and Grits recipe on our Digital Edition. Rosemary McConnell is Senior Account Manager, DMD Marketing Corp., Symphony House, 440 South Broad Street, Suite 2603, Philadelphia, PA 19146. She can be reached at 610-420-4607 or [email protected]. M AY 2 0 1 5 Christine Martynick Fun for the Whole Family M y Aunt Carol and Uncle Nick took me on my first official ski trip when I was 11 years old. With that, I was hooked! It took lots of lessons and many falls, but I loved it so I stuck it out. What started as a small family trip with a handful of relatives has turned into a third-generation annual vacation. It’s a trip I look forward to every year, not just from a quality family-time perspective, but also because I love skiing. Skiing is just awesome – absolutely one of my most favorite activities. Being outdoors, taking in the gorgeous views, all while zooming down a mountain…It’s a truly unique experience. I’m the first to admit, it’s an effort to put on all of your gear every day to get to that mountain first thing in the morning. But once you’re there, hop on the lift, and look down at all of the fresh powder and the amazing scenery, you feel energized and ready to go! however, we have made Loon Mountain, NH, our ski home away from Nadia and Ella on the slopes! home. Here we find there truly is something for everyone. There are 15-30 of us who rent condos in the same resort; best for hanging out après ski. Lately, we’ve stayed at the Nordic Inn, which has an indoor pool, hot tub, and game room. Loon Mountain offers a huge variety of trails across all skier levels. They have even recently opened a south side of the mountain that appeals to the more experienced skiers. They always have a ton of lifts open and the mountain also has a high-speed Gondola to take you up to the summit. While I’m not a snowboarder, the snowboarders among us tell me the terrain parks are pretty decent. For those of you TRAVEL ADVENTURES IN SKIING with younger children, we’ve been very happy with Loon’s I don’t just love skiing for the sport of it. I love it for the ski school as well. memories I make every time I go. My husband was a skier We have quite a few non-skiing memlong before we met (thank goodness for bers who come along on the trip every that!) and skiing is one of the things we year. There’s a ton of fun winter activities most enjoy doing together. Before kids, for them too. Loon Mountain has snow we would travel every year to a different tubing, which is fun for all ages. The town place out West to ski. Because of skiing, has also recently built an amazing frozen I’ve been to Yellowstone, a National Elk ice castle – a HUGE hit with the kids! refuge, swam in hot springs in the dead There’s also snow-mobiling, cross-country of winter, explored twisty mountain skiing, and another favorite pastime of roads, and driven through gorgeous states mine…outlet shopping. All within an I may not have ever visited. Why? Just hour drive or less from Loon Mountain. because these beautiful adventures were If you decide that a ski trip to Lincoln, along the journey to the mountain. There NH, is in order for you and your family, was a time when I lived for jumps and don’t miss these two amazing places to skiing fast, around, over, and through eat: The Common Man in Lincoln, NH, moguls upon moguls (think Jackson and Woodstock Inn & Brewery in WoodHole, Wyoming). The Martynick family enjoying tubing! stock, NH. Walking into either restaurant, FAMILY SKIING you KNOW you are in a ski town in NH. Our vacation is not Now that we have a family, we’ve found skiing to be a complete without at least one stop at each restaurant! great activity that we can all enjoy together too. When we If you’ve never been skiing, it’s not too late to start. It’s a head out to the slopes, both my girls (ages 4 and 7) go to ski rewarding, invigorating activity that can lead to a lifetime of school and it’s done wonders for them. They spend most of fun memories. the day learning on the mountain with their instructors and then, depending on how tired they are, we spend the last hour or so skiing together. It’s truly incredible how much progress young kids make in one day on the slopes! GATHERING ROUND THE MOUNTAINS Nowadays, we’re enjoying the combination of skiing and family reunion on the East Coast. Through the years, for our annual family trip, we bounced between Waterville Valley, New Hampshire, and Okemo, Vermont. For the past 15 years, LINKS TO LOON FUN: http://www.loonmtn.com • http://icecastles.com • http://woodstockinnnh.com http://www.thecman.com • http://www.nordic-inn.com Christine Martynick is Senior Sales Director, Digital Innovation, Healio.com / SLACK Incorporated, 6900 Grove Road, Thorofare, NJ 08086. She can be reached at 856-848-1000, ext. 416, or [email protected]. M A Y 2 0 1 5 w w w . H M E x c h a n g e . c o m T H E E X C H A N G E 1 3 www.hmexchange.com PERSONAL EXCHANG E Brooke Suskin tion into the art department, where I believe I have truly found my niche. What three adjectives best describe you? Witty, loyal, intuitive. Last good book you’ve read? Birthplace: Long Island, New York Marital Status: In a relationship Children: None Occupation: Art Director Years in Industry: 3 College: The University of Michigan – Ann Arbor Personal Motto, Mantra, or Favorite Quote: “Anything is possible.” What are two things on your bucket list? 1.I would love to visit all seven continents – I’ve already checked off Asia and Europe – so, next up would probably be South America. 2.I’m a proud alumna of the University of Michigan (Go Blue!), so I would drop everything to go to a Michigan football NCAA championship game – no matter where it is! What is the biggest obstacle you have overcome? I was born deaf in both ears and received hearing aids at the age of five months, and later on got a cochlear implant when I was eight years old. I essentially had to learn how to listen and speak, which is something that comes naturally for most people. Growing up deaf has taught me true perseverance, hard work, and determination. And with all of those combined, I have come to realize that I can accomplish almost anything – and everything – that I set out to do. Finding humor in tough situations has also helped me overcome adversity and therefore shaped me into who I am today and what I stand for. How do you stay fit? I’m a big fan of kickboxing, tennis, and racquetball (I also was a wicked kickball player growing up). In addition, I recently started practicing yoga, and that has been lifechanging, both mentally and physically. How did you get started in the industry? I had the opportunity to start at LLNS right after college in project management, and then transitioned into account services about a year after. I soon became interested in the creative division at LLNS, which would give me the ability to reimagine healthcare advertising and reinvigorate brands through more impactful strategy and campaigns. I started taking both night and weekend classes at the School of Visual Arts in Manhattan in graphic design, advertising, concepting, and branding. I followed my passion and ultimately was given the opportunity to transi1 4 T H E E X C H A N G E w w w . H M E x c h a n g e . c o m American College of Physicians celebrates our 100th Anniversary, Leading Internal Medicine, Improving Lives. Yes Please, by Amy Poehler. She’s phenomenal. Who was your favorite teacher? John Rubadeau, one of my English professors at Michigan. John had a long, white beard that he tinted a different color of the rainbow for every major holiday, clad with blinking lights entangled in it for Christmas. He was (and still is) one of the most passionate, brilliant, and funniest people I’ve ever had the pleasure of knowing. He encouraged all of his students to “scratch their itch” – to do something with their lives that was meaningful – and that’s the philosophy that I’ve carried with me every day since. What one little thing always makes you happy? To curl up on the couch after a long day with one of my dearest friends – Netflix. Craziest thing you’ve ever done? I went waterfall rappelling in the Costa Rican rainforest years ago, which was an incredible – but damp – experience. In 1915, Heinrich Stern founded the American College of Physicians to realize his belief that America should have an organization devoted to promoting the science of medicine through regular scientific meetings and recognition of prominent internists. The early ACP held one large educational meeting and several smaller regional meetings each year and published a journal of scientific papers. When you promote your product in Annals of Internal Medicine, you are ensuring your message will be seen, as 81% of the physicians who receive Annals of Internal Medicine read it. That’s the highest readership percentage in our market! 1 July 2014 Annals of Internal Medicine Volume 161 • Number 1 Annals of Internal Medicine www.annals.org Established in 1927 by the American College of Physicians Original Research Association Between Efavirenz as Initial Therapy for HIV-1 Infection and Increased Risk for Suicidal Ideation or Attempted or Completed Suicide. An Analysis of Trial Data Mollan, Smurzynski, and others Daily Oral Tenofovir and Emtricitabine–Tenofovir Preexposure Prophylaxis Reduces Herpes Simplex Virus Type 2 Acquisition Among Heterosexual HIV-1–Uninfected Men and Women. A Subgroup Analysis of a Randomized Trial Celum, Morrow, Donnell, and others Interinstitutional Variation in Management Decisions for Treatment of 4 Common Types of Cancer. A Multi-institutional Cohort Study What is your pet peeve? 1 11 20 Weeks, Uno, Taback, Ting, Cronin, D’Amico, and others Reviews People who take life too seriously. AD LIBITUM 45, 53, 72 LETTERS 81 COMPLETE CONTENTS I-7 If you could see anyone in concert, who would it be? That anything is possible. What is your favorite vacation spot? About five years ago, I took a month-long trip to Vietnam and trekked the entire country, doing some volunteer work and community service throughout. The untouched beauty of some of the locales that I traveled to was mind-boggling. Sailing across Ha Long Bay in northeast Vietnam was absolutely breathtaking. It is made up of 1,600 mostly uninhabited islands, forming a spectacular seascape of limestone pillars, which jutted out hundreds of feet above the water! It was pretty decent… Brooke Suskin is Art Director, LLNS, 220 East 42nd Street, New York, NY 10017. She can be reached at 212-771-3490 or [email protected]. M AY 2 0 1 5 Update in Nephrology: Evidence Published in 2013 31 46 54 Roumelioti and Unruh Clinical Guidelines 58 67 Qaseem, Humphrey, Harris, Starkey, and Denberg Ideas and Opinions Credible • Influential • Relevant Practical • Clinical • Essential Reads Patient- and Family-Centered Medical Education: The Next Revolution in Medical Education? Weinberger, Johnson, and Ness Editorials Screening for Hepatitis B Virus Infection: A Public Health Imperative 73 76 Rajbhandari and Chung Screening Pelvic Examinations: Right, Wrong, or Rite? 78 Sawaya and Jacoby On Being a Doctor From Program Director to ALS Patient Flannery In the Clinic Osteoarthritis 80 ITC1-1 Annals of Internal Medicine #1 for 4 out of 4 readers #1 for total readers #1 for average issue readers #1 for readers as a percent of receivers What was the best present you ever received? What do you know for sure? Update Screening for Hepatitis B Virus Infection in Nonpregnant Adolescents and Adults: U.S. Preventive Services Task Force Recommendation Statement LeFevre Screening Pelvic Examination in Adult Women: A Clinical Practice Guideline From the American College of Physicians Billy Joel has, for as long as I can remember, been a favorite of mine. I went to his concert at Madison Square Garden a few months ago, and I plan to see him once a year for as long as he’s based there. There’s nothing else in the world like the feeling you get singing “New York State of Mind” along with almost 18,000 fellow born-and-bred New Yorkers! When I was young, my favorite show on television was Nickelodeon Guts (which was an action-sports competition series) so all I asked for my birthday one year was a mouth guard. My parents gave in on that one. Screening for Hepatitis B Virus Infection in Adolescents and Adults: A Systematic Review to Update the U.S. Preventive Services Task Force Recommendation Chou, Dana, Bougatsos, and others Screening Pelvic Examinations in Asymptomatic, Average-Risk Adult Women: An Evidence Report for a Clinical Practice Guideline From the American College of Physicians Bloomfield, Olson, and others Both of these traditions thrived as the years went by, and the College—with a current membership of 141,000 physicians, residents, fellows, and medical students— now publishes Annals of Internal Medicine, ACP Internist, ACP Hospitalist, Medical Knowledge SelfAssessment Program, books, and other print and digital properties and hosts national and regional annual scientific meetings. Source: Kantar Media, December 2014 Medical/Surgical Readership Study, Internal Medicine Office & Hospital Combined, Tables 111 and 211 Contact: Kevin Bolum, Director, Advertising Sales at [email protected] or 215-351-2440; Kenny Watkins at [email protected] or 973-785-4839 ADS4031-A www.hmexchange.com JUNE Must-Know Industry Events Online First Articles JAMA and 9 specialty journals 1-3 SAN FRANCISCO, CA 12-14 PALM BEACH, FL 26-28 CHARLESTON, SC ExL Pharma is sponsoring “6th Digital Pharma West,” 866-207-6528 Florida Society of Anesthesiologists (FSA) Annual Meeting, 850-656-8848 2 RALEIGH, NC 16 OAKLAND, CA 19th Annual Hypertension Diabetes and Dyslipidemia CME Conference, 800-327-4502 HBA Raleigh North Carolina Chapter: “The Big Switch: Closing the Gap Between Strategy and Execution,” www.hbanet.org 22-23 PHILADELPHIA, PA Access The JAMA Network on any device with the new JAMA Network Reader. 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It’s free for at a limited time at mobile.jamanetwork.com. M A Y 2 0 1 5 w w w . H M E x c h a n g e . c o m T H E E X C H A N G E 1 7 BONUS DIGITAL CONTENT! Additional Photos by Samuel Pizarro II Shrimp and Grits Recipe by Rosemary McConnell Here is one of my go-to recipes when having family and friends over Spicy Low-Country Shrimp and Grits Serves 4-6 Ingredients Grits: •4 cups milk •1 tsp salt •1 tsp ground black pepper •1 tbsp butter •1 cup stone-ground yellow grits •1 tsp red pepper flakes •1 tbsp pepper sauce •2 ounces grated cheddar Shrimp: •1 ½ pounds (21 count) shrimp, peeled and deveined •2 tbsp Cajun seasoning •¼ cup extra-virgin olive oil •¼ pound diced andouille sausage •2 tsp diced garlic •¼ cup butter •1 tsp cayenne pepper •2 small chopped piquillo peppers •1 tsp red pepper flakes •¼ cup wine (Spanish rioja) •¼ cup chopped fresh herbs (parsley, thyme, basil) •Salt and freshly ground black pepper to taste •Sliced scallions Directions Grits: Bring milk, salt, pepper, and butter to a boil. Stir in grits, pepper flakes, and pepper sauce over low heat. When consistency is ready, in about 45 to 50 minutes, add cheese and stir. S h r i m p : To s s s h r i m p i n Cajun seasoning and set aside. In a sauté pan, over medium heat, heat the oil. Add the sausage and render for 3 minutes. Add garlic, stir for 1 to 2 minutes. Add the shrimp and butter and sauté for 2 to 3 minutes. Stir in cayenne pepper, piquillo peppers, and pepper flakes. Add wine and fresh herbs and simmer for 2 to 3 minutes. Add salt and pepper, to taste. Plate the grits in shallow bowls and add the shrimp mixture over the top. Garnish with scallions and serve. Recipe courtesy of Jason Hernandez. I hope you enjoy this recipe! Send me an email with one of your favorite things to cook at [email protected].