The Royal MarsdenProject
Brief To highlight the pioneering work of The Royal Marsden and showcase its plans, successes and brand values to a diverse audience of patients, staff and stakeholders
Solution ‘Life demands excellence.’ This is the pledge of The Royal Marsden, and excellence is what we achieve in every issue of RM. Readers agree: 96% rate the magazine as ‘very good’ or ‘excellent’. RM is read by 10,000 hospital staff, Foundation Trust members, patients, carers and visitors and is the cornerstone of the content marketing strategy for The Royal Marsden. We turn in-depth scientific and medical topics into positive, compelling brand stories – whether that’s an infographic describing a clinical trial, a surgery focus complete with dramatic in-theatre photography, or a news item explaining the latest breakthrough cancer drug. Our creative approach ensures the skill and passion of staff shines through on every page: the design is clean and elegant, the professional photography reflects the hospital’s expertise and compassion, and the voices of staff, experts and patients resonate throughout the storytelling. These brand assets are also repositioned for The Royal Marsden’s two other print channels: the Private Care newsletter, which highlights the hospital’s personalised, premium service; and the Progress bulletin, which encourages donations by showcasing the work of The Royal Marsden Cancer Charity.
RM magazine was Highly Commended in the Best Internal category at the at the 2014 and 2013 Content Marketing Awards
77% of readers spend 15 minutes or more reading RM; 37% read it for longer than 30 minutes