Redesigning an Outcomes Book to Support Physician Marketing
Atrium Health Sanger Heart & Vascular Institute is a leader in cardiovascular care, and their outcomes are often better than other, better-known centers. They turned to us to redesign their annual outcomes book to support a multi-pronged effort to support referrals and boost their reputation scores and U.S. News & World Report ranking. In prior years, the book had been designed by a consumer agency. Sanger asked us to give the book a more academic look and feel that would resonate with a physician audience, and directed us to create written content tailored to that audience.
We traveled to Charlotte, NC to meet Sanger’s leaders and present initial design directions. Then we refined those directions into a final template that leans heavily on graphical presentations of how Sanger’s outcomes compare to national benchmarks. At the same time, we interviewed 20+ Sanger physicians to pinpoint differentiators, and to identify outcomes and innovations to feature in the report.
We published the redesigned, 48-page book in January 2020 (and an updated version in January 2021), and created supporting web, email and Doximity content to promote Sanger during the U.S. News voting period. This led to increases in Sanger’s reputation scores as the institute secured “high performing” rankings in key areas including transcatheter aortic valve replacement and heart failure.