BMI HEALTHCARE NATIONAL MAGAZINE
Creation and production of the BMI Healthcare National Magazine for 54 hospitals throughout the UK
Private healthcare is a highly competitive market and our client BMI Healthcare is the largest provider in the UK, with over 54 hospitals.
Maclaren Jones created and produced a national magazine for BMI called ‘Talking Health’ aimed at communicating to both existing and future patients. The magazine included common subject areas of national content and was tailored to include particular hospital consultants at a local hospital level.
The magazine was wholly funded by the brand, with contributions from individual hospitals. For more than five years (pre lockdown) we produced 70,000 magazines, twice a year, a flip book that went onto the BMI main website, as well as an electronic version available on a dedicated website, which we also created and built for the client.
I just wanted to say thank you for all the work you put into this edition of Talking Health magazine, creating bespoke versions, coordinating the masses of information and chasing everyone to meet deadlines, as well as coming up with some great content and achieving it within our budgets. Everyone was delighted with the result.”
National Product Manager, BMI Healthcare
BMI Consultant’s Feedback
I collected my copy of the BMI Magazine yesterday from Reception at The Edgbaston Hospital and congratulations to all involved. It looks brilliant and is packed with interesting articles and isn’t just a marketing vehicle for the consultants and their various clinics and groups – so, I very much like that!
As for the feature on my patient Mr Wheatley that is absolutely great. We are thrilled with the article and I will send a copy to Mr. Wheatley himself
Consultant ENT Surgeon,BMI The Edgbaston Hospital
The magazine articles were also published online as a digital magazine.
Alongside the national magazines, we have created many marketing initiatives for this client including direct marketing materials and point-of-sale patient information leaflets.
One other such initiative was the creation and production of direct marketing targeted mailers aimed at women’s wellness. The purpose was to create awareness of the specialist expertise and treatments available to women, focusing on the most prevalent conditions through all stages of the female life cycle. This was distributed by post to existing customers, as well as to targeted prospect households that matched the demographic and had tremendous success in raising the profile of the specialist services available for this large and important target audience.
I had an appointment for knee surgery at BMI Meriden Hospital Coventry. I was very worried about the surgery and had no idea what to ask my consultant.
Your article “When Pain drives to your knees” page 38 issue 6, provided the soundest and most up-to-date information and advice. The article was written by qualified specialists who compiled the answers most often asked by the patients. There was no difficulty in understanding the article, it was written in nontechnical language and I felt at ease and knew everything about the procedure and how long it would take for recovery.
There are many patients waiting to see their surgeon and your article saves lot of time. ‘Talking Health’ includes many articles which are useful reading. I am 73 years old and this is first time I knew about knee surgery, and I am sure many readers will benefit from your article… and it is worth keeping the magazine for future reference.73 year old patient for knee replacement
I am extremely pleased with the way that Alec Longhurst and his team have put this together with you and your colleagues and once again I think it is an amazing publication.
There will be some 10,000 copies in circulation and I have no doubt that this will help both the profile of our individual consultants and the hospitals themselves.
Executive Director, BMI Priory & Edgbaston Hospitals
I have just read a printed copy from cover to cover. It is one of the best if not the best private health magazines I have seen. It should be invaluable in placing BMI Priory at the forefront in the west Midlands. I guess it was a BMI national initiative but the local experts angle has been very cleverly done! Top marks to all concerned. Really Most impressive.
Director and lead spinal surgeon of The Spinal Clinic in Birmingham and BMI Priory & Edgbaston Hospitals
