client objectives
Communicate key service lines from both the system's perspective and individual hospitals
Drive HealthSource classes and events
Build the hopistal brand and create image awareness
Deliver a solid ROI
execution
Inova Health System, a nationally ranked system of teaching and community hospitals, was looking for a new approach to their publication program to increase system awareness and maintain local accessiblity.
GLC worked with the corporate and hospital-based marketing managers to transform an existing syndicated health and wellness-oriented calendar into a 100% custom magazine. With a middle-class and affluent market, the challenge was to breathe an air of sophistication and elegance into the magazine, while still making it accessible and engaging to read. An additional challenge was to provide enough space for each individual hospital within the system to communicate their message.
The result is a two-version, 20-page magazine with a 4-page community health and wellness calendar, 2-color foundation envelope and a companion microsite.