CLIENT: Vhi Healthcare

TITLE: It’s All About Living, the customer magazine for all Vhi Healthcare members

BRIEF: It’s All About Living is delivered quarterly to Vhi Healthcare members as part of their (re)subscription package. Covering stress management, exercise, travel, well-being, diet, nutrition and much more, the magazine contains information on new Vhi Healthcare products and developments, as well as details of existing Vhi Healthcare products.

CHALLENGE: It’s All About Living seeks to build customer loyalty and retention; entertain and inform Vhi members about the Vhi’s products and services in the context of wider lifestyle issues; reinforce the brand image, in association with the Vhi’s other media-based communications and advertisements; provide a useful reference for members on issues relating to their general well-being and to add value for Vhi Healthcare members through offers and competitions.

SOLUTION: It’s All About Living is a compelling and well-researched magazine, that meets the objectives of the reader (the customer) as well as the client, providing trustworthy content and conveying the latest news from Vhi Healthcare. While acknowledging consumers’ increasingly sophisticated knowledge about healthcare and well-being, its contents appeals to a wide spectrum of people, while still adhering to core Vhi Healthcare values.

RESULTS: The magazine has evolved to become one of the most influential health magazines in the country, read by well over a million customers a year. Independent research indicated that the majority of respondents liked the magazine and would like to receive it on a more regular basis and that it had a high level of appeal, thus contributing to improvements in brand perception and customer retention levels for the Vhi.

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