Department of Medicine Annual Report
Objective
Develop and design a compelling Annual Report highlighting the Department of Medicine’s accomplishments and breakthroughs in one cohesive and engaging piece.
Challange
The Department of Medicine is a complex organization with nine divisions that must be highlighted in the report, maintaining one cohesive voice. In the past, the report seemed a bit disjointed with some pieces well-written and others difficult to follow.
The Annual Report serves as an internal marketing piece that new physicians and residents receive when visiting the department during their interviews, so it is imperative to make it visually engaging.
While celebrating successes is important, the Annual Report left little room to showcase physician personalities. After all, healthcare is about creating a special bond with patients. Despite relying heavily on the publication as a promotional piece, the Annual Report did not have any imagery and had a lot of dry graphs that did not explain the meaning of new innovations.
Idea
It was decided to rely on imagery to highlight the physicians’ personalities and showcase the renovated facilities. Rather than sticking to graphs, we proposed to use infographics so that the reader’s eye can scan key figures right away.
We also proposed to use quotes to give a quick glimpse into the focus of each division.
Execution
The Annual Report highlighted each division’s successes and breakthroughs in a detailed and comprehensive way. Through insightful interviews with division chiefs and managers, we captured how visions take root and turn into pioneering innovations in patient care, ambitious research projects, and thoughtful education of trainees. We dove into leadership’s daily routines to find what makes their jobs meaningful and motivates them to move forward personally. Furthermore, we reviewed hospital rankings, notable publications, and awards the physicians received to define and present cohesive pieces equally celebrating the successes of all divisions in the Department of Medicine. We showcased how individual ambition and entrepreneurial spirit can build strong teams, help local communities, elevate national standards of care, and inspire hospitals worldwide.
We used immersive lifestyle photography and minimal layout to showcase the personalities of the department’s leadership. We selected a soft muted color palette to create a genuine and calming effect, letting the individuality of each physician shine through. The doctors were captured in their natural work environment, we relied on minimalist composition to show them as approachable and candid individuals.
This beautiful, large-format publication was printed on thick matte paper with a smooth finish, the pages were bound tightly to the spine. The choice of materials and weight of the brochure further enhanced the tactile nature of the publication and highlighted the theme of authenticity we wanted to shine through.
The Annual Report turned out to be a very impactful publication and was given the Excellence Award in Corporate Communication in Ohio.