Count On Coffey

Your annual report is more than a formality—it's a chance to connect with your community, celebrate progress and build trust. Done well, it shows how your organization is evolving to meet local needs while honoring the people who make that work possible. Whether you're producing a printed piece, a digital experience or both, these six elements will help your next report stand out—and work harder.

Highlight new technology and facilities

Shine a light on investments that change care. A new CT scanner, a new robotic surgery system or a renovated birth center is impressive as well as meaningful. Pair strong photography with short, plain-language captions to show how upgrades elevate the patient experience and bring advanced care closer to home.

Emphasize expanded access to care

From rural health clinics to specialty locations, new access points tell a powerful story: You're meeting people where they are. Use a simple map, a patient quote, and before-and-after metrics to show how you've reduced barriers and made it easier to get care—when and where it's needed.

Share data with meaning

Numbers persuade when they're clear and contextual. Use clean infographics and callouts to highlight ER visits, surgeries performed, new providers onboarded, community outreach participation and reader-friendly outcomes. Include your hospital's economic impact and charitable care to underscore your broader role in the region.

Recognize your supporters

Volunteers and donors are essential. Feature short Q&As or pull quotes that capture their motivation to give. More than a thank-you, it invites others to get involved and shows momentum behind your mission.

Celebrate your people

Put faces to your mission. Profile a few team members—nurses, physicians, techs and behind-the-scenes staff—and share what drives them. Anchor the section with a real patient story to show what compassionate, high-quality care looks like in action.

Connect it to what's next

An annual report celebrates progress and sets the stage for the future. Include a brief leadership message that names a few priorities for the year ahead (expanding services, improving experience, advancing equity) and invites your audience to be part of that journey.

Choose your delivery path: Print, digital or both

Meet people where they are. Pair a concise, high-impact direct mail piece with a rich, digital experience or microsite.

Direct mail that gets opened

• Format: folded self-mailer or slim booklet with scannable highlights.
• Content: the "why it matters" recap, three to five marquee wins, donor or volunteer appreciation, and a QR code or PURL.
• Targeting: households in your service area, grateful patients, employers and community leaders.
• Success signals: delivery rate, scans/visits from QR/PURL, and donations or sign-ups attributed to mail.

Digital that deepens engagement

• Format: responsive landing page or microsite with chapters (care, access, people and impact).
• Content: short videos, interactive maps, filterable stats and downloadable PDF.
• Accessibility/UX: WCAG-compliant design, fast loading, clear headings, alt text and keyboard navigation.
• Success signals: unique visitors, time on page, scroll depth and CTA clicks (such as to donate, volunteer and schedule appointments).

Tie it together

• Use consistent visuals and headlines across print and web content.
• Track with unique QR codes or vanity URLs and campaign UTMs.
• Close the loop with marketing emails and social posts that point back to the microsite.

How Coffey can help

Strategy, writing, design, production, digital builds, print and mail—we handle it end to end, so your team doesn't have to. We'll translate your wins into a cohesive story that resonates with your community and stakeholders.

Categories: Marketing