print work
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.
Cancer Annual Report
CHALLENGE: Henry Ford Health wanted to develop a high-end report to increase awareness of their growing Cancer service line with referring physicians and administrators at other large programs. Given the size of the service line and the number of subspecialty programs and initiatives, they had a significant amount of content to include, but also wanted to ensure that the report would be easy to review by their busy target audiences.
SOLUTION: We wrote and designed a printed piece that leveraged the system’s new collateral branding, while creating a new template style that balanced larger feature stories with smaller, newsbrief-style overviews and statistics graphics. Ultimately, this included all of the priority areas and program differentiators that the service line leadership wanted to feature. While the printed piece was mailed to high-level administrators at other Cancer programs, we also adapted this into an online digital flipbook, an e-blast and a series of organic social media posts that Henry Ford Health physicians and administrators could share on their own feeds to help boost awareness.
Breast Cancer Gatefold Print
CHALLENGE: Henry Ford’s Cancer service line wanted to increase visibility for its breast cancer services with local residents.
SOLUTION: We developed a thin gatefold style of ad, which wrapped around the edge of the newspaper’s front page. This alternative style of ad used a two-part message – program differentiators on the front of the ad and a compelling patient testimonial story on the back, where readers could scan a QR code to see the full story. The ad won a Bronze Award in the National Healthcare Advertising Awards, and we adapted the creative to work with a series of companion digital ads.
Vaccine Promotion Print Ad
CHALLENGE: Henry Ford was one of the first health systems in the region to support the need for widespread vaccination, but there was significant resistance in the community.
SOLUTION: We developed a full-page signatures print ad with messaging that underscored the science backing up the need for the vaccine, and which featured signatures from high-level physicians and executives in a variety of clinical and administrative areas – to make a bold statement about the system’s unyielding commitment to public health and safety.
Gastroenterology Referring Doc Brochure
CHALLENGE: Henry Ford’s Gastroenterology department had grown, and there was a concern that its current brochure was too copy heavy and wasn’t resonating with its referring physician audience. In addition, they needed to ensure that these physicians could easily find information on the subspecialty of interest.
SOLUTION: We created a style of brochure that used both imagery and color blocking to provide better separation between elements. We also edited down the copy, to make it easy for this busy target audience to quickly find the information they need. This included a center spread that clearly outlined the ways physicians could refer a patient through Henry Ford’s Referring Physician Office, as well as the steps in the intake and treatment process. The brochure also included a folder pocket with a combined team insert organized by subspecialty. The brochure won a Gold Award in the National Healthcare Advertising Awards.
I Am Henry Service Line Print
CHALLENGE: As part of Henry Ford Health’s rebrand, they launched the new I Am Henry campaign, featuring patients and providers. Initially, these ads featured heavy, dark backgrounds and gradients used to support the large amount of white type (headline, subhead, body copy and CTA). However, after the initial brand ad launch, the system needed to adapt this format for service line ads. Samples from the local print insertions in community newspapers revealed that readability was an issue.
SOLUTION: We created a new I Am Henry template that leveraged a white footer for the subhead, body copy and CTA. This allowed us to increase readability on the body copy, while also highlighting the preferred, four-color primary logo in each ad. This also allowed us to limit the amount of reversed white type in the body of the ad to just the headline. Ultimately, this helped to drive changes in the photography approach, and the I Am Henry campaign moved away from very dark images, which helped to provide a lighter approach that brightened up and softened the overall feel. In addition, we introduced a variation into the branding for these ads, using Henry Ford Health’s primary dark blue as an alternative for headlines when the photographed backgrounds were very light (such as those that are found within clinical facilities), expanding the options available for each insertion.
Advertorial Rebrand
CHALLENGE: As part of Henry Ford Health’s rebrand, they needed a new template for advertorials, a key print piece used to promote individual doctors and service lines.
SOLUTION: We leveraged the new branding to create a flexible new advertorial template that observes brand guidelines, while expanding the SME physician photo to feature size. Given the variety in their media buys, we developed both a smaller vertical option and a square style that could be used for larger insertions. Both versions included the same word count so that the source copy only needed to be edited and approved once before being repurposed in multiple insertions.
Referring Doc Collateral Rebrand
CHALLENGE: Henry Ford Health wanted to develop new templates that worked within the new branding, while creating a definitive style that could be used for referring physician folder inserts.
SOLUTION: We created a series of templates that worked for both a front/back insert and a bifold, so that the system had options and could choose the appropriate one based on the size of the program or service, as well as the amount of content available. Each one featured a distinctive new header that leveraged the color blocking inherent in the new branding, while introducing other elements such as a statistics sidebar – which could also be converted to a feature text callout in cases where there were no stats to promote. We also developed an adapted style for featuring physician headshots by specialty or position.
Stroke Conference Invitation Package
CHALLENGE: Henry Ford Health was interested in expanding the number of CME events that it hosts for physicians and other clinicians. But they needed a compelling format, and one that worked within the new rebrand.
SOLUTION: We wrote and designed three pieces to target potential clinicians, including an oversized trifold mailer in a compelling square format, an e-blast and a poster that could be printed on local desktop printers to display in high-traffic areas.
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. Since the redesign, Synapse has won two Silver Awards 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.
Journey Forward Magazine
CHALLENGE: The Henry Ford Cancer Institute needed a compelling way to offer periodic wellness tips and other resources to cancer patients and survivors, and also inform them about important news such as the upcoming opening of their new Cancer Pavilion.
SOLUTION: We developed Journey Forward, a new, magazine-style newsletter with an approachable, patient-focused design that encourages reading. This included using original and stock photography as well as selective icons and other graphic effects to give it a fresh, fun look and feel. The publication was well-received by the cancer institute’s patient base and also won a Merit Award in the National Healthcare Advertising Awards.
Royal Oak Medical Center Direct Mail
CHALLENGE: Henry Ford was opening a major new medical center in a competitor’s backyard. They wanted to establish a more approachable style that would appeal to community members and help drive new appointments – while emphasizing both the proximity of the center to area residents and the technology the center offers.
SOLUTION: As part of a larger campaign, we developed a direct mail modeled after Henry Ford’s popular LiveWell newsletter, featuring key programs and services the center offered in a vibrant, easy-to-digest format. The front cover featured a collage of images, using a mix of stock and actual center images to invite interest.
Swain Family Chiropractic MEDICARE 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.
Executive Health Brochure
CHALLENGE: Henry Ford wanted to grow its Executive Health program, targeting C-suite executives who needed the convenience of getting all of their doctor appointments and tests done at the same place, in one visit. While their current brochure included most of the information they wanted to feature, it didn’t have the high-end feel that would resonate with this VIP audience. In addition, it didn’t tie in visually with their existing in-house materials.
SOLUTION: We created a new brochure with a cover that leveraged the same graphic included in their post-visit report. In addition, we developed an image-focused style that elevated the design and reduced copy to small, easily digestible blocks – so that these busy executives could quickly scan the entire piece and make an appointment. We also added testimonial quotes from Executive Health patients who had completed the program.
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 National Healthcare Advertising Awards.
Urology Centennial Brochure
CHALLENGE: Henry Ford Urology was celebrating its 100-year anniversary. The department wanted to create a high-end piece that reflected its strong heritage of groundbreaking care, while increasing awareness with referring physicians and administrators at other large programs.
SOLUTION: We developed a 64-page brochure with a continuous timeline that highlighted key moments in the department’s history, divided by feature bios of the Chairs who helped to drive innovation during each of these time periods. We used large section divider spreads and section color-coding to help readers navigate this large piece, and also included detailed program overviews, select case studies, and patient and provider quotes. In addition, since the department had grown in recent years to include locations throughout Michigan, we developed a location spread that highlighted these locations with a special inset map focusing on their core Detroit-area locations.
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.
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.
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.