Marketing to a Younger Generation

Marketing to a Younger Generation

The Brookdale University Hospital Medical Center wanted a residency recruiting brochure to effectively sell their educational programs to graduating medical students applying for residencies. When considering a significant brochure, many clients have a knee-jerk instinct to fill the first few pages with messages from important people.

We encouraged the Medical Education Department to consider a fresher approach. Their audience was young with their generation’s need to be immediately and visually captivated and an impatience for long entries. Using a consumer magazine approach, Lazzaro Designs created a brochure with brief messages tucked neatly on the first page. We helped the Chairman, CEO and Chief Medical Officer craft single-paragraph messages. The three paragraphs together served as a cohesive message and key phrases were enlarged to jump out at the reader even if she couldn’t be bothered to read further. The first spread was dedicated to a visually arresting and splashy table of contents (shown, top image). Even if a would-be physician failed to turn another page, he would get a good overview of the center’s highlights from short, pithy paragraphs summarizing each section.

Throughout the 36-page brochure, spreads told each section’s message with lots of subheads and catchy headlines like “The Best of Both Worlds” (shown, bottom image), to portray Brookdale’s combination of high-tech and hands-on teaching, and “Welcome to NYC’s Hip Borough” to tout the institution’s Brooklyn location.

> If you need help marketing to a younger generation or with any major brochure, give Lazzaro Designs a call or shoot us an email.

Posted Under: Brochures, Clients, Design, Editorial, Hospitals, Tips

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