A Lesson on Learning: Healthcare Publisher Gains Insight into How Clinicians Want To Learn; New journal from Lippincott Williams & Wilkins is being called 'educational oxygen'.

PHILADELPHIA -- Healthcare publisher Lippincott Williams & Wilkins (LWW) may have tapped into something that spans well beyond the medical community - the key to effective learning is making it fun.

LWW, which publishes over 4,000 medical, nursing and allied health textbooks and journals in numerous medical specialties, launched a unique new nursing publication last fall with startling results. Nursing Made Incredibly Easy! joined LWW's 30+ nursing publications, but nothing could have prepared anyone for the response and immediate growth that this very different publication has received.

"The reception to this journal has been absolutely astounding," says Jay Lippincott, President and CEO. "Nurses in academia and in practice are embracing the unique concepts used in this publication. There is nothing out there like it and it has provided some very valuable insight into how people want to learn."

The new journal, and the best selling Incredibly Easy! book series on which it is based, focus on breaking down challenging clinical concepts - those that are often confusing or difficult to grasp - and presenting them in a refreshingly original, easily understood, and engaging format. The tone is lighthearted, but never simplistic, to make learning fun and effective. Clinical artwork mixed with humorous line drawings illustrate and reinforce key points. Experienced practicing clinicians contribute many of the articles, ensuring that content is based on sound clinical principles and hands-on expertise.

Anne Woods, RN, CRNP, APRN, BC, MSN, Clinical Director for Nursing Made Incredibly Easy!, gets "thank you" letters from nurses exclaiming how the journal has finally made mastering tough topics easier and enjoyable. Most importantly she notes that, "this style and format helps nurses to both remember the information, and understand and apply it to their clinical practice."

Demographic data shows that the vast majority of the rapidly growing subscriber base is RNs, followed by LPNs. Nurses, like others in the healthcare profession, are faced with the difficult challenge of finding an effective way to constantly stay current on clinical information.

Health and safety educator Tom Doremus, refers to the journal as "educational oxygen" for those in a demanding profession. Doremus, previously a health and safety educator for the American Red Cross and the Charles County Maryland Health Department with a Masters in Emergency Health Services Education, notes there are many subtle yet important learning elements that contribute to the very effective teaching style of this journal.

"The strategic use of color, type size, charts, and graphics, are set up in a way that makes learning easier and allows the reader to lock-in the information. Plus, there are elements of fun and relaxation built-in, which learners prefer over the 'hard-read.' Just as I believe patients are best served by delivery of care with minimal pain/inconvenience and maximum outcomes, nurses and their patients are best served by educational systems that deliver the same."

The product has also struck a chord with advertisers. Monica Stewart of Nurses Service Organization says, "Our ad has been doing quite well. Nursing Made Incredibly Easy! is fun and refreshing to the eye. The journal provides a platform for us to create some new and clever advertising. I am very happy to be part of this pioneering journal."

Lippincott Williams & Wilkins (LWW) is a leading international publisher for physicians, nurses, specialized clinicians and students. LWW provides essential information for healthcare professionals in print and electronic formats, including textbooks, journals, CD-ROM, via Intranets and the Internet. Lippincott Williams & Wilkins is part of Wolters Kluwer Health a leading provider of information for professionals and students in medicine, nursing, pharmacy, science, and related areas. WK Health is a division of Wolters Kluwer, NV, leading multinational publisher and information services company with annual revenues (2003) of EUR 3.4 billion, and 18,750 employees worldwide

Nursing Made Incredibly Easy! Subscription Information: [phone] or visit lww.com/nursing.

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