CURIOSUS

Healthcare content becomes healthcare the moment it inspires action.

OBJECTIVE

Capitalize on the prestigious reputations of Barnes-Jewish Hospital and Washington University Physicians to develop a content ecosystem and elevate this academic medical center’s brand perception via the creation of a contemporary medical publication at a more cost-effective rate compared to the previous publication.

Goals:

Increase patient referrals through targeted outreach
Enhance physician recruitment and retention efforts
Boost national rankings

STRATEGY

Launch an artful, insightful medical publication about healthcare for the general public that not only elevates BJC Healthcare’s approach to modern medicine to an art form, but also turns real stories of patients into authentic, inspiring personal narratives. In so doing, each artfully-crafted issue of this more “contemporary” healthcare-based periodical would deliver enough enduring value to avoid instantly being recycled like the millions of AMC healthcare publications before it.

Stories would be transformed into content for the website and repurposed for email and social media campaigns to drive traffic. Establishing an efficient process allows us to get the most out of Curiosus to take advantage of multichannel marketing.

Our Role:

Branding/Naming
Content Development
Digital Strategy & Marketing
Email Marketing
Merchandising
Podcast
Publication Design
Social Media Strategy & Management
Turn-key Execution
Website Support

Without a doubt, Curiosus is in a league of its own. I read it cover to cover. You’ve achieved a perfect balance in writing style, tone, and the range and length of essays, all presented in a stunning layout. Making scientific research accessible is no small feat, but you and your team have done it beautifully.
– Caroline P., Curiosus Reader

image displaying several spreads from various issues of Curiosus magazine.

Content Creation & Multi-Channel Marketing

We take Curiosus beyond print to engage audiences with its content through a multi-channel approach, featuring strategic placement of on-campus distribution racks, digital ads, podcasts, shareable social media content, email distribution, and dedicated space on the Barnes-Jewish Hospital website.

3 smartphone screens displaying a social ad, a podcast, and a display ad for Curiosus magazine.

OUTCOME

Curiosus has experienced significant growth over the past five years. What began as a single-channel effort has evolved into a comprehensive, multichannel content strategy spanning publication, website, storycast audio, email marketing, social media, and Doximity-driven content. Together, this full spectrum of content reaches over one million people annually.