LARA DUFRESNE

Company: Medica

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It started as a magazine for our Medicare audience, with content driven by HOS survey questions. Eventually, we rethought the purpose of the magazine and scaled back on the clinical information and focused more on the lifestyle content. As we did this, other segments wanted in, so we created a single editorial calendar where we could share stories across our lines of business. Medicare wanted to stay print-first whereas Individual and Family Business traditionally emailed their newsletters. So in addition to designing the magazine, I came up with an email template that any segment could use.

 

Though we took out most of the clincial information, we still wanted it to be presented to the member. Now the magazine is poly-wrapped with a tri-fold brochure equally as appealing as the magazine (not pictured, currently in the works).