360 Magazine

Contract Publishing For Employee Engagement

Challenge

In 2011, Mölnlycke Health Care launched a new-style sustainability report supporting the company’s strong Employee Engagement proposition.

Hitherto, a mundane and dry document, it needed a new approach to reflect the company’s innovative brand and bring together a wealth of information from the Corporate Comms team; from stats to more personal and emotional customer and patient stories.

Because of our long-proven relationship with Mölnlycke, they trusted healthcare marketing agency Embrace to create a contract publishing first for the company.

Strategy

Using our own unique naming methodology, we also helped the organisation name this new report, ‘360’, which reflected Mölnlycke’s global view of healthcare.

We worked with the editorial content generated by the Corporate Comms team to devise an engaging look and feel for the magazine, which reflected the company’s brand and its equity.

Meanwhile, we made the magazine more editorial in feel, with a masthead, a clear editorial journey and high-end professional photography to enhance the content.

Finally, we leveraged our digital expertise to promote the magazine through online banners on the company’s intranet and through email marketing.

Result

Click-through rates exceeded expectation and the magazine was very well received globally by all divisions.

As a result of our initial work, the 360 Magazine now reaches in excess of 10k readers, being distributed physically to employees, visitors and interested parties in the company’s regional offices as well as online in the App Store and via www.molnlycke360.com, a responsive website for Android.

The 360 Magazine now reaches in excess of 10k readers

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