Custom client stories
Rush University Medical Center
Rush’s story: Approachable expertise. That was the goal for the academic medical center, which was building a new branding campaign to go along with a recent name change. Rush wanted to leverage its historically good reputation to break through an extremely competitive market and position itself not only as an international health care leader but also as the best local choice for care.
Rush’s solution: Coffey and Rush developed a publication that would get readers’ attention—custom content delivered in an eye-catching 11-by-12-inch glossy magazine. Every issue uses physician sources and includes clinical trials and Rush news articles. The magazine has an approachable feel yet reinforces Rush’s subspecialty and research expertise. Each issue is based around an engaging theme that draws readers in with expert interviews and personal stories.
Centegra Health System
Centegra’s story: As a community hospital system outside of Chicago, Centegra needed to overcome the perception that it was simply a group of small, rural hospitals. Centegra was looking for a way to highlight its exceptional technologies and care and to keep people in its service area from going to larger hospitals in the city.
Centegra’s solution: Coffey and Centegra have created a magazine that is both high-tech and high-touch. Coffey’s team of experienced medical writers creates every story from the ground up—interviewing Centegra’s experts and narrating powerful patient stories. The publication includes two versions: one for people over age 50 and one for people under 50. This allows Centegra to tailor the magazine’s content to the interests of each group. Coffey’s team of targeting and mailing experts also created a plan to accurately reach these important groups.
