Shepherd Center’s new publication opens dialogue with trauma physicians and neurosurgeons.

Shepherd Center Apex magazine designed by Soloflight

After the success of the inaugural issue, The Apex of Trauma Care has 2nd edition set for Spring 2011.

The Shepherd Center wanted to reach out to trauma physicians and neurosurgeons nationwide with a compelling physician publication.

The goals included raising Shepherd’s national profile in order to increase referrals and admissions, but also to spur dialogue and offer a collective avenue to link medical professionals across the country. Soloflight helped to create The Apex of Trauma Care publication with its debut issue launching in October 2010 and second issue slated for Spring 2011.

The name of the publication needed to set the tone. The graphic representation of an a with a line over it is shorthand in medical speak for before. Its companion publication, The Pinnacle of Rehabilitation Care, has a similar graphic naming structure utilizing the p with a line over it. This is medical shorthand for after. Since this publication is geared toward rehabilitation physicians, those that see patients after the most critical care.

Taking into account the specific audience of trauma doctors and neurosurgeons, Soloflight combined the use of bold, scientific graphics with in-depth reporting on relevant topics. The color palette is strong filled with bold reds contrasted with black. The layout is contemporary and modern, yet with a restraint portraying a sense of authority and scholastic merit.

The publication will be distributed semi-annually.


GCHA Launches Refocus Publication

The Georgia Children’s Health Alliance and Georgia Department of Community Health launched their Child Health Report on April 29. Challenging readers to refocus their views on children’s health, the report provides an overview along with specific highlights on key indicators. Areas for improvement in both situation and data collection are emphasized to spur on community engagement. “It’s nothing but a report unless we bring it to life,” says Donna Hyland, President and Chief Executive Officer of Children’s Healthcare of Atlanta.

Soloflight Design partnered with the GCHA team and Georgia Department of Community Health to produce the campaign messaging of Refocus and solid framework. Putting a different spin on the data with bright colors, bold call-outs and strong photography gave the report an approachable feel drawing readers to connect with the document.

You can download your own copy of the report at: www.thegcha.org/report




The Dos & Don’ts of Custom Publishing

Soloflight started as a custom publications firm and we still produce quite a few of these magazines for our customers. So why should you consider one? Cost is one key motivator.

Emily Curtin, director of loyalty programs for Sandals and Beaches Resorts, says it’s much more cost effective to keep an existing customer than it is to go out and find a new customer. She views custom publications as a great way to go above and beyond to build the brand and drive sales.

Custom publications also have a high perceived value with customers as well. A study conducted by Roper Public Affairs found that 85% of all consumers said that they would rather get information through an interesting collection of articles than through an ad. And 75% feel that custom publications show a company’s interest in building good relationships with them.

But before you commit to a custom publication, it’s important to know the dos and don’ts, as recommended by the Custom Publishing Council:

  • Do measure ROI. Understand the metrics for success at the start of the project.
  • Do remember that content is king. Creativity is not only rewarded, it’s rewarding. Figure out what differentiates you from the competition and put it out there.
  • Do identify the target. Conduct research to understand what information the audience wants.
  • Do put the content to work. Much of the work that goes into developing content can do double duty in other parts of the program—trade shows, trade magazines, sales literature, websites, etc.
  • Don’t blow the deadline. Custom works when it’s frequent and consistent. Creating a custom publication is a promise to your customers. If you can’t keep to your communication schedule, what does that say about your brand?
  • Don’t assume it’s all about print. It’s all about creating dialogue and content that specifically targets your preferred/high-value audience or market segment. Custom content vehicles can also include custom events, e-newsletters, websites and interactive CDs.
  • Don’t miss an opportunity. This is all about building customer relationships. Involve your customers in some positive action, which occurs as a direct result of reading your magazine.
  • Don’t change direction midstream. This is the surest way to blow the budget and the schedule. Have a plan and stick to it.
  • Don’t take the short view. Don’t start a custom magazine or other initiative unless you are committed to it for the long term.
Renee Solomon | Principal & Chief Creative Officer | Soloflight Design
Written by soloflight in: Custom Content |

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