On August 12, 2014 | By Maryellen Lazzaro | Campaigns, Clients, Design, Hospitals, Pamphlets, Postcards
One Program, Two Audiences
Maryellen Lazzaro designed this campaign for the Department of Pulmonary and Critical Care Medicine at what was then Beth Israel Medical Center (now Mount Sinai Beth Israel). Dubbed Pulmonary News, a snail-mailed postcard provided clinical and research updates from the department to referring physicians throughout the medical center. These postcards were written expressly for busy doctors, providing them with short, but sophisticated summaries of interesting news, as well as convenient ways for them to contact the department and refer their appropriate patients.
Services of special interest to patients were marketed through pamphlets that introduced the procedures and educated the patients as to how they worked, using consumer-friendly language and design elements. These patient pieces were displayed in the referring physicians’ waiting rooms.
Through this ongoing, two-part campaign, one program kept both physicians and patients appropriately apprised of the excellent pulmonary care available within the healthcare system.
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