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PUBLICATION |
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ONE
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CLIENT |
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HCA-HealthONE Hospital Network – Colorado Division
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PUBLISHER |
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WiesnerMedia
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Client: HCA-HealthONE Hospital Network – Colorado Division
Circulation: 300,000
Frequency: Quarterly
Target:
Metro Denver residents whom have an interest in maintaining their health, learning about new healthcare options and medical procedures
Client Objective/s:
- : The primary objective in publishing ONE is to position HealthONE as metro Denver’s number one source on health and well being by highlighting its expertise and knowledge in key areas of cutting edge health technology, medical advancements, new procedures and personal stories while simultaneously driving traffic to HealthONE hospitals.
Execution:
To achieve our client’s objectives we focus on a superior editorial product by covering advances in technology, people who work for the HealthONE organization as well as covering the clients of HealthONE hospitals. We create a “must-read” authoritative health-related product that has tools and information for various ages and demographic audiences. There is something useful for everyone who reads this product. We focus on quality in terms of both editorial content and the actual physical product. The editorial is 100% original, cutting edge and compelling. The product uses quality paper and superior design with nationally award winning illustrators.
Results:
We measure results with business reply cards (BRC) with offers that provide the ability to track responses. In addition we offer a “tell us your story” editorial features and use the feedback along with letter to the editor to monitor success rate. On one of the BRCs, a special heart/calcium screen was offered. This screening is not usually covered by insurance and is very expensive. All seven hospitals saw a significant surge in the screenings the month after the issue was distributed. On another BRC, a women’s health fair was promoted. Once again all hospitals realized a significant increase in traffic due to the magazine
The client uses the magazine as a vehicle to communicate various programs and
new technologies. It has also been used as a tool to draw customers to their web site. The client’s marketing department has also launched a micro-site for the magazine.
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