By Rich Dubin, Publisher
As we enter a new year AND a new decade, it’s important to affirm our foundation and set our sights on new directions. One of LER’s key strengths is the breadth of our multi-disciplinary highly collaborative audience—and we don’t intend to change that.
Rather, we spent the last year honing our editorial product and, working with new and returning Editorial Advisory Board members and other industry experts, revised our mission statement to reflect both who we are today and where we want to go:
LER: Showcasing evidence and expertise across multiple medical disciplines to build, preserve, and restore function of the lower extremity from pediatrics to geriatrics.
Our updated mission statement will be supported by editorial content that is driven by 4 foundational tenets:
- Biomechanics matter.
- Injury prevention is possible.
- Diabetic foot ulcers can be prevented.
- Collaborative care leads to better outcomes.
You’ll see these themes throughout our editorial content and as drivers for new opportunities for new connections.
In setting our sights in new directions, it is important to look at what industry changes are coming down the pike and what we need to do to meet the needs of the market. One of the things of which I am most proud is that I feel LER is especially good at listening to the market and responding accordingly, allowing us to create new and valuable opportunities for our audience.
Having talked with countless industry experts, it’s no secret that rapidly advancing technology and change are the reality of today’s marketplace, making uncertainty and fear key drivers for many small businesses. So focusing on solutions to address these drivers has been the cornerstone of our thought process. At LER, we believe the future is bright and we wanted to be bold in our approach to it. With that in mind, we have implemented several new projects that have taken off and been tremendously well received.
LER Expert is our new practice consulting division, piloted last July. Combining my 30 years’ experience in the lower extremity space along with our incredible team of content creators, designers and developers, and branding and social media experts has enabled us to efficiently and cost effectively add a complete marketing arm to your practice. Already we have created editorial content, videos, websites, newsletters, publications, PR and social media marketing for a host of clinicians around the country, and the results have been phenomenal. I have personally enjoyed helping clinicians grow their practices. Visit https://lermagazine.com/about/ler-expert-consultation to learn more.
Another major launch is LER Expo. This will be the first online, virtual tradeshow bridging the gap between online education and exhibitors. I have been attending tradeshows in every LER specialty for 30 years and we all know the current tradeshow model is broken and the ROI just isn’t there. It is very costly to attend these events and as an exhibitor, the experience isn’t what it could be: there has to be a better way to reach a broader market. In response to this need, LER is bringing a new way of thinking to the tradeshow community. LER Expo is not designed to replace conventions; rather, we are positioned to help exhibitors engage better so clinicians can learn more.
From the beginning, LER’s goal has been to reach a broad multi-disciplinary audience. Our readership boasts podiatrists, orthopedists and sports medicine specialists, athletic trainers, physical & occupational therapists, pedorthists, orthotists, prosthetists, chiropractors, wound care specialists, biomechanists, and more. We have always believed we can all learn from each other. Our bold vision for 2020 is to enhance your current education experience by streaming live events and bringing editorial coverage of all lower extremity specialty conventions to a single spot: LER Expo. There will be an exhibitor component that will coincide with professional educational opportunities so readers can easily learn about the new products and services that are available in the industry at a time and place that is convenient for you. You will have the opportunity to watch videos, attend webinars, and collaborate with your colleagues through online chats and meet-ups. You will be able to obtain education credits and expand your current learning process by seeing what is going on, not only in your discipline, but in others that focus on the lower extremity as well. Borrowing from astrophysicist Neil deGrasse Tyson: “…when LER looks at the lower extremity universe, we know we’re small but we’re also big. We’re big because we’re connected to the universe and the universe is connected to LER.” We want to connect you to the LER universe.
Although this is a massive undertaking, it is one we feel is part of the future and one we must be a part of. The bottom line is that developing solutions for the lower extremity space is what we do best and we are so excited about what is to come.
Thanks to all of you—readers, online users, advertisers, vendors—for being an integral part of our growth and the fire that fuels us. Without all of you, none of this would be possible.