Introducing the New HCPLive, and HCPLive Network

AUGUST 23, 2019
Kevin Kunzmann
MD Magazine, HCPLive

The September 1968 issue of MD Magazine® features a report on a screening technique designed to assess multiple chronic disease risks in women with just one examination.

The report—sandwiched between findings that candy licorice is associated with hypertension and an advertisement for Sebulex dandruff shampoo—found risks for high blood pressure, diabetes, and breast cancer among various women.

Screenings such as this 15-minute test should become more commonplace among general practitioners, the reporter opined. After all, chronic disease prevalence, as well as physician workload, were on the rise.

Fifty years have passed, and the healthcare field is still trying to aid the overworked physician. The annual rate of US-trained MD physicians matched into primary care residencies has dropped for nearly a decade. Osteopathic- and foreign-educated physicians have assumed these vacancies, and nurse practitioners and physician assistants have seen their roles shape into something more resembling that of a doctor’s.

“Going to the doctor” no longer necessarily means you’re going to see a doctor. Healthcare teams are multi-faceted, diverse, specific. And as interpretation of disease has become better defined; as the potential of novel therapies have become met; as the networks of cross-specialty collaboration have become strengthened, healthcare has evolved.

Its media must evolve, too.

This year, MD Magazine will return to its branding as HCPLive®, as part of our effort to provide clinical news and insight to every healthcare professional with a role in patient care.

Our embrace of the greater healthcare professional population will coincide with innovations to our offering of content:
  • A new podcast series which will highlight insights from topline clinicians and researchers.
  • The Peers and Perspectives video series, set in an interview-based expert dialogue format.
  • Social media-led discussions and projects, including live broadcast interviews from major medical meetings as well as the ‘#DocTalk’ Tweet Chat series.
Our growing, engaged audience can still continue to expect an array of digital content—from video Insight series to breaking FDA news, from Peer Exchange panels to live medical meeting coverage—featuring broader expert perspective.

The return to HCPLive will also mark the introduction of the HCPLive Network, a collaborative system of specialty publications headlined by Contagion®, NeurologyLive®, and Rare Disease Report®. Our goal is to provide the best materials on diagnostics and precision medicine for any provider, in any field of care.

Over the following weeks, HCPLive will be re-introduced to a field of coverage that better reflects its namesake and intent.

Thank you for reading, watching, and collaborating with MD Magazine. It’s time to expand our discussion of healthcare.

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