Smith & Nephew, Canada
Most companies within the orthopaedic industry have strongly focused on product features and technological innovation for the last decades, resulting in a fairly commoditised market landscape. This is making it very difficult for them to distinguish their companies and their products from the competition, and has resulted in strongly increased pricing pressure and diminished customer loyalty.
The question therefore was how we could help Smith & Nephew to better show the value of their products to their current and prospective clients, while simultaneously positioning them as thought leaders within the industry.
“The economic side of the business used to be that you just need to convince one person that this is something you need, and away you go. But with it now being more complex, none of us have a single magic bullet where you can ‘do this’, and sales will follow. So I think we need to try different avenues to influence.”
In order to better communicate the business value of Smith & Nephew and its product range, we worked with the business to develop a tailor-made, high quality, editorial-led customer magazine.
Healthshare Magazine is a new print and digital magazine being published by Smith & Nephew and sent out to the company’s client network of hospitals, clinics and private practices. The annual magazine serves as a platform for the exhibition of technologies, cutting-edge practices and expert case reports from the whole spectrum of orthopaedic medicine.
The key aim of the publication is to offer healthcare professionals early glimpses of interesting new devices and procedural techniques, therefore fostering earlier interaction and the exchange of of ideas between frontline medicine professionals and Smith & Nephew.
“I think it is an excellent vehicle overall to convey messages that may otherwise take more time. It takes four or five years to get information out when you do clinical science work, so this is a way where you can get some of that information out before.”
In November 2014 the first issue of Healthshare Magazine was published. It has been distributed in a quantity of 3,300 in both English and French, and has been made available in digital format online. Within these pages, Smith & Nephew offer an inside look into the best orthopaedic devices in the field, and shares the procedures, techniques and perspectives that stem from leading centres all over Canada.
“We’ve had two cases booked because of the magazine, in a pretty short timeframe, which is encouraging. So the publication has been read, and noticed.
Medicalwriters.com did an excellent job, and were able to deal with issues as they came up. Once those were solved, the timing from Medicalwriters.com was fantastic. The quality of the finished product also went above expectations, particularly in terms of the print quality and the materials. This really stands apart from other companies who do newsletter updates or e-blasts.
We’re planning to use your services again.”
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