To create an innovative “look and feel” that departed from what audiences typically associate with corporate thought leadership, we adopted a feature-led approach, focussing on one macro theme per edition. This was underpinned by interviews with high-profile industry leaders (i.e. top government advisers, senior NHS figures and leading private healthcare professionals).

This expert insight provided the inside track on critical issues, going behind the headlines and political spin at a pivotal moment in history for global healthcare (Covid-19), making Health Adviser a must-read for the industry. The publication was supplemented by social media content and other assets optimized for digital distribution (such as shareable digital editions of articles and data visualization) as well as the launch of a companion podcast.

We advised on all aspects of the campaign, from ideation to editorial planning, content creation, sourcing and conducting interviews, design work, implementing activation toolkits, and creating snackable teaser content, e.g. audiogram cutdowns and social media postcards.