How a regional teaching hospital changed the conversation by telling its inside story

Faced with untold success stories, a general lack of understanding and persistent negative media coverage, London Health Sciences Centre (LHSC) needed to find a way to effectively deliver its message, engage audiences and build awareness independently of the mainstream media.

With overall approach and branding informed by focus group testing, Lashbrook Marketing and Public Relations developed Inside Magazine – a candid editorial look at life within the hospitals’ walls. Printed on cost-effective newsprint and distributed as an insert in the leading local newspaper, Inside provides an in-depth look at everyday successes, the people behind the scenes as well as advances in patient care and research.

An accompanying microsite, e-newsletter and social media strategy enables the hospital to share additional information and updates between issues. The publication provides positive, interesting and informative content, making it an effective platform for LHSC to change the conversation about health care through its own media channel.