Annual report
THE CHALLENGE
The federal government’s HIPAA privacy regulations had far-reaching implications for healthcare professionals. Lanier wanted to demonstrate how its document management solutions help healthcare organizations easily and cost-effectively manage the new policies across their entire operations.
THE INFOGRAPHICS SOLUTION
We created this visual model that illustrates the complex workflow of healthcare documents and the breadth of Lanier’s solution. It was used in print materials and on the company’s Web site.
SPEECHWRITING
The Challenge
Soon after Target Corporation introduced a revolutionary prescription bottle design, the company’s Vice President of Pharmacy was invited to speak at the White House Conference on Aging. She wanted to use the opportunity to elevate Target as a leader within the pharmacy industry, yet keep the focus on the main message of health literacy.
The Solution
We emphasized unique features of the breakthrough bottle’s design, which reinforced both health literacy and Target’s innovative leadership.
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Annual report
The Challenge
Like many large companies, Medtronic wanted its annual report to serve many purposes. Over time, the book began to lose focus. We were brought in to sharpen the perspective for the 2004 annual and have continued to write the book since.
The Solution
For the 2005 book, we introduced Technology Spotlights as a way to demonstrate how the company’s core technologies are being used to treat numerous medical conditions — and demonstrate to investors why Medtronic is a good long-term value.
WHITE PAPER
The Challenge
Lanier wanted to send a clear message to CFOs in large organizations: our document management solutions can help you address enterprise-wide expense reduction and financial reporting. Lanier also needed to answer the question all CFOs ask about cost-reduction claims: How does this relate to my business?
The Solution
Working with Lanier executives, we developed a white paper that takes a concrete approach to answering the question — one that reflects the CFO’s bottom-line perspective. The white paper uses examples from Lanier’s decades of experience helping companies reveal the true cost of document management, set realistic goals, achieve ongoing savings and improve operations.
ADVERTORIAL
The Challenge
Elekta is the market leader in stereotactic radiosurgery, which uses a single, powerful radiation dose to treat cancer in the brain and spine. Competitors were attempting to confuse this with radiotherapy, an extended radiation program for treating cancer in the body. Although neurosurgeons would know the difference, key decision-makers in purchasing and administration might not.
The Solution
We helped Elekta create an advertorial for Neurosurgery News that spells out the difference in the two procedures, explains why competitors were attempting to confuse the issue, and delivers powerful clinical data to prove the company’s point. The advertorial also drives readers to the Elekta Web site for more details.
