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April 2006

Dear Proto® Reader:

We at Proto® want to bring you the latest in medical progress around the country and the world in an accessible and sophisticated way. We value your readership and want to provide you with a magazine that you find worth your time. To that end, we want to know what you think of Proto®.

By completing this survey you will help us create a magazine that you find informative and compelling. We have contracted with the research company Gallup & Robinson, Inc., to conduct this research for us.

It will take only a few minutes to complete this survey. We'd also like to assure you that all responses will be kept confidential and used for research purposes only. Your responses will be processed and handled solely by Gallup & Robinson.

Your opinions will greatly help us design a magazine that you find valuable. Thank you for participating.

Sincerely,


Anne J. Dubitzky
Publisher of Proto®


1. Which of these issues of Proto® do you recall receiving? (Please click the box under each you can remember.)


Spring 2006
Winter 2006
Fall 2005

2. Thinking about Proto®, what are your thoughts, feelings or impressions about the publication? (Please type in the box below any comments that come to mind.)



3. Do you know the name of the organization that sponsors Proto®?
Yes    If "yes," please specify the name of the sponsor of Proto®:  
No

4. Overall, how satisfied are you with Proto®? Please use the scale below to indicate your opinion.
Extremely satisfied
Very satisfied
Satisfied
Somewhat dissatisfied
Very dissatisfied

5. Including this current issue, how many total issues of Proto® have you read?
All three
Two of the three
One of the three

 

 Skip Question 5a, read box below 5a, then continue with Question 6.
None

 

 Go to Question 5a, read box below 5a, then continue with Question 6.

5a. Why have you not read any prior issues of Proto®? (Please click all that apply.)
The articles are not of interest to me
I do not have time
I have other sources for this type of information
I read other similar publications and do not need another one
It is confusing and difficult to read
I have never received previous issues
Other (please specify)

IMPORTANT: If you haven't already read the current issue of Proto®, please click here to look at the current issue and complete the survey as best as you can. We are very interested in your opinions.


6. Which of the following best describes the extent to which you read Proto®?
I read the magazine thoroughly
I read the parts that are of interest to me
I scan/skim the magazine

7. On average, about how much total time do you spend reading an issue of Proto®?
Less than 15 minutes
15 to 29 minutes
30 to 59 minutes
1 hour or more

8. The following are statements that may be used to describe this publication. Using a scale of 0 to 10, where "10" is "Strongly Agree" and "0" is "Strongly Disagree," please rate Proto® on each attribute.

 
STRONGLY
AGREE
NEITHER AGREE NOR DISAGREE
STRONGLY DISAGREE

 

 10 9 8 7 6 5 4 3 2 1 0
Is easy to read
Provides relevant information
Is complicated
Is a high quality magazine
Has interesting articles
Is boring
Is well presented
Provides me with medical insights
Is confusing
Offers information not easily available elsewhere
Is something I look forward to receiving


9. How would you rate Proto® on the following magazine elements? Please use a scale of Excellent, Good, Fair, or Poor.

 

 EXCELLENT

 GOOD

 FAIR

 POOR
Cover appeal
Overall design
Art work and photography
Level of complexity of content
Length of articles


10. After reading Proto®, how likely are you to do any of the following? Using a scale of "Very Likely" to "Not At All Likely," please indicate your likelihood to follow up with the listing below.

 

 VERY LIKELY

 SOMEWHAT LIKELY

 NEITHER LIKELY NOR UNLIKELY

 NOT TOO LIKELY

 NOT AT ALL LIKELY
Read an article or book listed in the Dossier section
Pass publication along to a friend, family member or colleague
Save the whole publication section
Save clippings of part of the publication
Discuss articles/information in the publication with others
Look for more information on topics featured in the publication
Throw the publication away


11. Now thinking about the specific articles in the current issue of Proto®, how much of the cover story, that is the article titled "Down the Hatch," did you read?
All or most of it
Some of it
A little of it

 

 Go to Question 11a.
Did not read

 

 Skip to Question 12.

11a. Please rate this particular cover story on the following attributes. Using a scale of 0 to 10, where "10" is "Strongly Agree" and "0" is "Strongly Disagree," please rate this cover story on each attribute.

 

 STRONGLY
AGREE

 NEITHER AGREE NOR DISAGREE

 STRONGLY DISAGREE

 

 10 9 8 7 6 5 4 3 2 1 0
Is interesting
Provides relevant information
Is complicated
Offers me new information
Is well presented
Is boring


12. Listed below are short sections that typically appear in Proto®. Please rate each section in terms of how much you liked it. Use a scale of 0 to 10 where "10" means "Liked Very Much" and "0" means "Did Not Like At All."

 

 LIKED VERY
MUCH

 NEITHER LIKED NOR DISLIKED

 DID NOT LIKE
AT ALL

 



 NO
OPINION

 

 10 9 8 7 6 5 4 3 2 1 0

 

 X
Interview (a Q&A with notable people in medical science)

 
Infographic (key factoids using visual displays such as maps and charts)

 
The List (overview of new technologies for treating diseases)

 
Point/Counterpoint (the pros and cons on a topical issue in medical science)

 
Policy Watch (analysis of current health policy issues)

 
Post-Op (editorial from an outside contributor)

 


13. Now we will focus on the feature articles in the current issue of Proto®. For each article, please indicate if you read "All or Most of it," "Some of it," "A Little of it" or you "Did not read."

 

 ALL OR MOST OF IT

 SOME
OF IT

 A LITTLE
OF IT

 DID NOT
READ
Down the Hatch (an article about new abdominal surgery)
Still A Scourge (an article about polio)
Turning Off Cancer (an article about anti-angiogenesis)
No More Lies (an article about lie detection technology)
25 Years of AIDS (an article about four pioneers and their involvement with AIDS)


14. What topics would you like to see covered in future issues of Proto®? Please type in the box below any specific ideas or subjects that you feel may be of interest to readers like yourself.


15. Prior to reading Proto®, which of the following best describes your familiarity/knowledge of Massachusetts General Hospital (Mass General)? Would you say you were...
Very familiar/knowledgeable
Somewhat familiar/knowledgeable
Aware of the name, but not really familiar/knowledgeable
Never heard of Mass General

16. How would you say Proto® has impacted your overall opinion of Mass General? Would you say your opinion is now …
More favorable
Less favorable
Not changed

17. As a result of reading Proto® have you been encouraged to discuss the sponsor of the publication, Mass General, with your friends, family or colleagues?
Yes     If "yes," please specify what you may have talked about:  
No

18. Thinking about Mass General, the medical institution, to what extent has your perception of the hospital changed as a result of reading Proto®? Please use a scale of 0 to 10 where "10" means "Positively Changed" and "0" means "Negatively Changed" when answering each of the following statements.
Mass General... POSITIVELY
CHANGED

 NO CHANGE

 NEGATIVELY CHANGED

 

 10 9 8 7 6 5 4 3 2 1 0
Specializes in treating the most complex and difficult conditions
Is harnessing the latest high technology, leading medicine into the 21ST century
Has the most advanced technology and equipment
Has doctors that are educated at the very best medical schools
Has been treating people for over a century
Offers the highest quality of care


19. In general, how would you rate Proto® compared to other medical/science magazines of this type? Would you say that Proto® is...
Much better
Somewhat better
About the same
Somewhat worse
Much Worse

20. Which of the following corporate brand advertisements do you recall seeing in the current issue of Proto®? (Please click all that apply.)
AIG
Breitling
Ford
GE
Palm
Per Sé
None

20a. How appropriate do you think it is for corporate brand ads such as these to be featured in Proto®?
Very appropriate
Appropriate
Not appropriate
Not at all appropriate
I'm not sure

21. Please type in the box below any additional opinions or comments you may have about Proto®.




Now, a few questions for classification purposes. As with all Gallup & Robinson surveys, your answers will be kept strictly confidential.

22. Which one of the following best indicates your profession?
Medical practitioner
Medical researcher/academic
Other healthcare professional
Medical administrator
Government or policy regulator
Non-medical education/academic
Business professional
Other (please specify)   
23. What is your current job title?
24. Which of these groups includes your age?
Under 35
35 to 44
45 to 54
55 to 64
65 and over
25. Which of the following best describes your highest level of education?
Some college or less
College graduate
Postgraduate degree but less than a PhD
PhD
26. Do you want to continue receiving Proto®?
Yes
No


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