Consumer magazine arriving in homes, physicians' offices

By Lin Lofley

UT Southwestern employees will be among the first people in North Texas to see the next step the institution is taking to enhance its outreach to consumers.

UT Southwestern Med, a full-color consumer health publication, has landed in the mailboxes of medical center employees — in addition to 100,000 homes in the Dallas area.

“So many people say we are ‘the best-kept secret in North Texas,’ and this is one more step to let the secret out,” said Tim Doke, vice president for communications, marketing and public affairs. “Our research says people think of UT Southwestern as a great medical school and a superb center for medical research, but not as a place to go for medical care.

“We also need to dispel the notion that everyone seen here requires a referral. There are many areas here that do not.”

UT Southwestern Med will be published three times this fiscal year, but will become a quarterly publication with a wider-range geographic circulation.

“This inaugural issue is being distributed mostly in Dallas County, but we are contemplating a much broader arc,” Mr. Doke said. “We ultimately envision reaching health consumers from Waco to Denton to Wichita Falls, and possibly Terrell and Tyler in East Texas.”

The cover story in the inaugural edition features Henda Salmeron, a Dallas wife, mother and breast cancer survivor; and her physician, Dr. Roshni Rao, an assistant professor of surgical oncology who specializes in the disease.

Other topics and specialties covered include sleep disorders, internal medicine, urology, otolaryngology, pain management and orthopaedics.

“I believe this magazine is a true winner,” said Dr. Rod Rohrich, chairman of plastic surgery. “It has some great health facts, and it truly conveys the compassionate side of medicine as shown by the story of Ms. Salmeron.”

UT Southwestern Med also will be available in the waiting rooms of UT Southwestern University Hospitals & Clinics, and the medical center’s physician outreach team will distribute it when visiting doctors’ offices across North Texas.

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Dr. Rohrich holds the Crystal Charity Ball Distinguished Chair in Plastic Surgery, and the Betty and Warren Woodward Chair in Plastic and Reconstructive Surgery.

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