Print is dead … long live print. Given increasing paper costs and the dominance of digital and social media, some have sounded the death knell for print. However, people still like the tangibility of paper. In our Etch A Sketch society, where information hits us like a firehose and changes daily, print campaigns speak to something more permanent. Strategic print and collateral pieces can target your customer in different ways, and add an element of prestige to any campaign.
Synapse NEUROSURGERY NEWSLETTER
CHALLENGE: Henry Ford Neurosurgery’s existing Synapse newsletter, aimed at neurosurgeons and administrators throughout the country, was text-heavy and it was questionable how much the publication was raising awareness and driving new referrals.
SOLUTION: Over the course of several issues, we instituted several revisions. This included packaging content into compelling feature stories, adding more graphics to help better present outcomes and other statistics, and using more imagery – both stock and original photography – throughout each issue. The Fall 2018 issue won a Silver Award in the National Healthcare Advertising Awards.
Beyond Grand DEVELOPMENT brochure
CHALLENGE: The client needed a statement piece for an initial VIP meeting to help drive donations for South of the Boulevard – an initiative to rebuild and transform the Detroit neighborhoods around Henry Ford Hospital. They wanted a piece that would lay flat when viewed, making it easy for their executive audience to review.
SOLUTION: We developed a four-panel gatefold brochure that lay flat when fully opened. On the gatefold teaser panels, we included two positioning blocks of copy – the “Innovation” and “Inspiration” sections that needed to be included in most Development-branded pieces. In the inside center spread, we featured a blown-up map of the potential Detroit development area, using inset photos with small blocks of description copy to highlight how each of these areas would be transformed through donations. The piece was very well-received by both Development and potential donors, and was reprinted multiple times for future fundraising meetings.
National Cardiogenic Shock Initiative Brochure
CHALLENGE: Cardiogenic shock following a heart attack has historically had a high mortality rate. In fact, the number of people dying from this emergent condition has remained stagnant for more than 20 years. Henry Ford spearheaded a regional initiative to address this trend, which grew into a national initiative. However, many providers were unaware of this or the best treatment methods.
SOLUTION: We developed a brochure introducing the National Cardiogenic Shock Initiative (NCSI). Aimed at educating providers, we used a nontraditional square format and a gatefold approach to invite interest from busy physicians. This piece also highlighted an initial NCSI pilot study that showed dramatic improvement in survival rates. The brochure won a Bronze Award in the 2018 National Healthcare Advertising Awards.
Mercy Memorial CANCER CENTER LAUNCH PROMOTION
CHALLENGE: Mercy Memorial Hospital System was entering into a partnership for a new cancer center with two other healthcare providers, offering integrated cancer care under one roof. This major new initiative needed bold marketing to spread the message.
SOLUTION: Our campaign included several pieces, but in a close-knit community that still read the local newspaper, one key element was a series of gatefold print ads. Using dramatic imagery and copy to help provide an overview of the new center’s services and emphasize the convenience and world-class care, the ads also quickly and easily introduced the three partners to a community that had only known Mercy Memorial.
Mercy Memorial Cancer ANNUAL REPORT
CHALLENGE: Like many hospitals, the client relied on philanthropic funds and was searching for new ways to drive donations. This was particularly true in their cancer care, given their new cancer center.
SOLUTION: When they wanted to revamp their cancer annual report, we encouraged the client to expand their usual format and use a features-based approach, balancing the hard cancer registry treatment data with testimonials and short write-ups about key programs and initiatives. We adopted a more compelling horizontal format to invite interest and wrote all copy in layperson’s terms, so that potential donors would be more likely to read it. Ultimately, this report was used as a powerful fundraising tool to help drive new donations to the cancer program, and this features-based model was used for future annual reports.
Pizza Hut KIDS EAT FREE! PROGRAM
CHALLENGE: In the ultra-competitive Detroit pizza market, Pizza Hut was one of few area pizza chains that had a dine-in option, and they wanted to drive more business in this area.
SOLUTION: We encouraged them to offer a new, limited-time Kids Eat Free! program, incentivizing families to dine in. The program promotions included a kid-friendly poster and companion handout flyer for each location, and ultimately the program helped to boost sales and and give each location an opportunity to better engage with their local community.
Henry Ford LIVEWELL NEWSLETTER
CHALLENGE: Henry Ford is a large health system with three community hospitals in the Detroit metro area. The client wanted to reach members around each of these hospitals, helping to build awareness of the services offered as well as drive new appointments and event participation.
SOLUTION: We developed a new, zoned LiveWell newsletter that included dedicated feature sections, “short take” newsbriefs and event listings. While we were originally hired as the design agency only, we have since expanded our role to include editing all copy and helping to manage the production process. This included developing a new editorial lineup template that easily accommodated the zoned differences and a streamilned production calendar for each issue. As a result of these efforts, we have helped to drive down creative production cost per issue.
Mercy Memorial PEDIATRIC EXTENDED CARE MAGNET MAILER
CHALLENGE: The client wanted a way to introduce this new resource to area families and ensure that it was top-of-mind when their children needed emergency care.
SOLUTION: We developed an attention-getting kid superhero concept, then personalized it through a targeted direct mail campaign. Inside the bifold mailer, we included a magnet with oval cutouts and instructions for families to frame their own “superheroes” – and display it on their refrigerators. The magnet mailer also highlighted the key benefits of this new inpatient pediatric area, including the kid-friendly wall paintings and other features designed to make the emergency process easier for children and their families.
HENRY FORD Skull Base PROGRAM PROMOTION
CHALLENGE: Skull base and pituitary conditions are complex and often require multidisciplinary care from both Neurosurgery and Otolaryngology specialists. After expanding its program, Henry Ford wanted to help increase awareness and drive new appointments.
SOLUTION: We developed a new bifold brochure to quickly give referring physicians an overview of the program, including volume statistics. This brochure was then used as part of a broader campaign to reach referring physicians.
Swain Family Chiropractic MEDICARE DIRECT MAILER
CHALLENGE: In recent years, chiropractors have faced an insurance challenge. Many carriers provide little or no reimbursement for chiropractic care, which means that even when chiropractors are able to draw in new patients, sometimes these patients cannot afford to pay for care. The one insurance exception?: Medicare.
SOLUTION: To help drive new Medicare business to Swain Family Chiropractic, we first investigated what Medicare did and did not cover. Then we developed a targeted direct mail campaign that educated area seniors on this coverage, while also promoting the new patient discount that our client offered on the non-covered services.
Henry Ford NEUROSURGERY FACT SHEETS
CHALLENGE: Referrals drive a lot of new patient appointments in Henry Ford Neurosurgery, and in the past, the department would mainly use brochures to promote their services. However, with ever-changing technology, procedures and outcome statistics, the cost of revising and reprinting brochures was becoming prohibitive.
SOLUTION: We recommended a fact sheet approach and developed a new template and a series of pieces that Henry Ford’s neurosurgeons and referring physician office could use when engaging other providers.
Wayne state university exemplar magazine
CHALLENGE: The university’s College of Engineering was going through a massive rebrand, and they wanted to update Exemplar, their keystone communication.
SOLUTION: We rebranded the magazine, kicking off this refresh with a special technology issue that featured a heavy graphics and illustration approach. This underscored the “connectivity” feel the client wanted, while highlighting technological investments and other new innovations to get alumni and other donors excited about the College’s present and future.