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Hospital communication

Brugge - Oostende AV

The challenge

Develop a new identity to position the hospital more precisely with key target groups. A survey showed that the image of the hospital held by the target groups was very uneven. Not only was it inconsistent, but it also gave a false impression of the competencies that the hospital had to offer.

App developmentContent marketingHealthcare marketingPrintSocial mediaWeb development

Communication tailored to the hospital’s target groups

Living Stone reached the hospital’s target groups by selecting the communication channels most suited to each of them. The core of the new communication strategy is azlink, a periodical aimed at referring GPs, specialists and internists. Living Stone streamlined the editorial process and set up an editorial board to oversee the writing of articles, polishing them and tailoring them to the requirements of the periodical and its target group. An additional advantage is that by having medical personnel serve on the editorial board, it gives the medical personnel a greater say in the hospital’s strategic direction relating to communications.

Visual identity consistently applied

The visual identity is supported by various media such as the annual colloquium brochure, and invitations to symposia by hospital management. Particular attention was paid to making the visual identity easy to apply: Living Stone developed various templates that enable hospital personnel to apply the visual identity to documents that they create themselves. In this way it is used for job advertisements, internal and external correspondence and the newsletters of the various departments.

Support with introduction of online communication

All the hospital’s printed communication has been put online by Living Stone at azlink.be, so that it can be easily accessed by GPs and all those concerned. In addition to azlink itself, the presentations, reports, video materials of colloquia and symposia are available to any doctors who are interested via azlink.be. Reminder messages and online accreditation for hospital conferences encourage people to register. Thanks to this online communication, these events are now much better attended than in the past.

Satisfied with results of collaboration

All communication by and within the hospital is supported and reinforced by an instantly-recognizable ‘house style’ that creates confidence and gives an impression of modernity. Communication between various professional groups within the hospital has also been improved: azlink draws participation from personnel, medical staff and management, thanks to their representation on the editorial board. The hospital symposia and conferences in turn enjoy greater support, thanks to the increased visibility and the online registration and accreditation procedure. Now, more than ever, AZ Sint-Jan Brugge-Oostende AV is positioned as one of the most advanced care-providers in the region.

Living Stone helped us to put across a clear vision, and our collaboration with them is excellent. The Living Stone team didn’t impose its own ideas on our organization; they simply helped to refine our pattern of thinking.

General Director

Living Stone has given our communication channels a new, consistent visual identity. The various target audiences of the hospital, such as GPs, specialists and internists, all find this new way of communicating to be very successful.

General Director

The visual identity is supported by various media such as the annual colloquium brochure, invitations to symposia by hospital management. Particular attention was paid to making the visual identity easy to apply:Living Stone developed various templates that enable hospital personnel to apply the visual identity to documents that they create themselves. In this way it is used for job advertisements, internal and external correspondence and the newsletters of the various departments.

General Director

Watch the videos
we made for AZ Sint-Jan:

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