Telling the inside story

London Health Sciences Centre wanted to share their stories of success and innovation. We created a venue for them to tell their story.


In an environment of untold success stories, a general lack of understanding of LHSC’s role and often negative media coverage, the hospital needed to find a way to effectively engage the community and build awareness independently of the mainstream media.

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We conducted focus groups to test audience reactions to ideas and design concepts as well as individual story ideas for a new hospital publication. These sessions were imperative to our understanding of how to effectively tackle the hospital’s communication goals.

Bold idea

Inside magazine provides a candid editorial look at life within the hospitals’ walls. Printed and distributed three times a year as an insert in the London Free Press, this tabloid-format publication provides an in-depth look at everyday successes, staff behind the scenes, advances in patient care and complex healthcare system issues like infection control and emergency wait times.

Alongside the print piece, an accompanying microsite, e-newsletter and aligned social media strategy enables the hospital to share additional information and updates between issues.

Big results

Continuing focus groups reveal that Inside has been extremely successful in meeting its objectives. Readers feel it effectively provides positive, interesting and informative content, which validates LHSC’s goal to change the conversation by creating its own media channel.