Contact with Gastroenterologists
The question 
The pharmaceutical company Byk, now Nycomed, introduced a gastric acid inhibitor, but has no contact with gastroenterologists. And they are the opinion leaders where this medication is concerned. How to establish these contacts in a market where the competition is fierce?
The answer 
Give these specialists their own podium where they can present their young, rapidly-developing discipline to the outside world. Generate publicity by enabling them to make their own, professionally-made journal, the contents of which the gastroenterologists themselves decide.
The result
The MAGMA journal entered its fourteenth year of publication in 2008.
The circulation has grown from 1,000 to 2,500 copies. Three surveys among readers have revealed that the journal is highly esteemed and closely read both among its own circle of readers and among colleague specialists and opinion leaders. Gastroenterology is fully recognised as an autonomous specialism. Nycomed has excellent connections with the professional group and the gastric acid inhibitor is at the top of this market segment.
