Assignment: With
six major facilities and outpatient centers scattered throughout
Philadelphia, Albert Einstein Healthcare Network (AEHN) wanted
to brand the hospital as the place to go for highly specialized
care. Under their outreach initiative, Care Connections, AEHN
and KI Lipton launched several new publications targeting both
local and national audiences.
Solution:
Focusing on community concerns in an attractive, easy-to-read
format, these newsletters educate local residents about AEHN’s
facilities and services, keep the network “top of mind” with
current patients, and build a relationship with prospective
patients. The four-page color tabloids are distributed monthly
to readers in AEHN’s geographic areas, reaching and
influencing people who may have overlooked the AEHN network
as a source for primary and specialized care. Three new bulletin-style
publications accomplish AEHN’s objectives: Personal
Best, Personal Health, and Personal Caring. Personal
Best features a celebrity’s input on everyday health tips
for men; Personal Health gives friendly reminders geared
towards women on how to stay healthy and fit; and Personal
Caring gives helpful advice to family caregivers of all generations.
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