MARKETRegional healthcare network
PROGRAMPublication design and planning
The fifth largest healthcare organization in Oregon.
150,000 homes in Marion, Polk and Yamhill counties.
For many years Salem Health and Salem Hospital were perceived as “second best” to Portland healthcare. With growth, new facilities, new partnerships and industry recognition, Salem Health sought to raise expectations in the communities served. As part of a system-wide brand refresh, the marketing team’s goal was to reinvent their community magazine to showcase local people, doctors, clinics and services with a focus on wellness.
Stories were chosen to build the reputation for exceptional, award-winning healthcare; while class schedules, articles and recipes encouraged people to use Salem Health’s many resources to improve their health and wellness.
Creative Company established the new look and worked closely with the Salem Health team on story planning each issue. We provided a blueprint and word count to the writers, then produced the final publication using content and photos provided by the Salem Health team. The 24-page magazine incorporated a Community Health calendar; a series of regular features from a healthy recipe to “Active You” fitness tips; and three to four lead articles on current topics in each issue.
Scheduled for a spring and fall issue, Messenger told stories of local people and doctors. Readers learned about procedures from bariatric surgery to joint replacement; and departments from the Neonatal Intensive Care Unit to the Heart & Vascular Institute. More than 150,000 copies were distributed in the tri-county area.
A research study in the second year after re-launch showed positive response. Readership said Messenger had a positive effect on their wellness program. The study also showed recipients would prefer to receive the magazine through the mail rather than by email.
Messenger became a positive embodiment of the new brand, incorporating the brand’s visual elements, but also delivering the warm, personal touch we wanted through the stories of local people and their health challenges.