BETH ISRAEL DEACONESS MEDICAL CENTER
Annual Report
The main function of an annual report is to disclose an organization’s financial performance, but that doesn’t mean there isn’t room for anything else. An annual report can easily become the most widely read communication released each year, which makes it a potentially powerful marketing vehicle for corporate storytelling and branding.
Beyond communicating to shareholders and steering committees, a well-crafted annual report can deliver content that inspires the hearts, minds and loyalties of an organization’s internal and external audiences.
Beth Israel Deaconess Medical Center (BIDMC) is the world-renowned nonprofit teaching hospital of Harvard Medical School. One of the largest hospitals in New England, it has consistently ranked as one of the best in the United States by U.S. News & World Report. The BIDMC Department of Medicine provides a range of clinical services and is a national leader in biomedical research.
The BIDMC Department of Medicine wanted to create a publication that could describe their clinical, research and educational programs, highlight events of the past year and recognize awards and honors of faculty, fellows, residents and administrators. They wanted their annual report to be more engaging and not just a recitation of research funding numbers.
After having successfully revitalized the BIDMC magazine, Inside Surgery, the marketing department saw Korzenowski Design as a natural fit to reimagine the annual report. A complete design overhaul introduced more visual elements, including photography, graphics and data visualization, to complement stories. Content was refocused to be more story-based to engage and expand target audiences.
The updated format was well received by the entire department, as well as donors, hospital leadership and the board of trustees. The marketing department now considers the annual report to be a vital component of their branding strategy. Korzenowski Design has designed and produced annual reports for the BIDMC Department of Medicine since 2012.
“Korzenowski Design knows how to communicate. They are able to anticipate needs and adjust schedules to meet my needs as they arise. The team is both proactive and responsive, and their expertise definitely helped me exceed my goals.”
Jennie Greene
Communications Director
• Aster Medical Marketing Gold Award 2018
• Apex Award for Publication Excellence 2018
ClientBeth Israel Deaconess Medical CenterServicesPrint CommunicationsTagsB2B, B2C, print, design, branding