Annual Avalere Outlook
Branding - Print - 2019
The Avalere Outlook -- a document and a 1-hour webinar with slides -- predicts the hot healthcare trends for the year. Our largest marketing effort, it features eminent subject matter experts and attracts over 2,000 webinar registrants and thousands of website visits and downloads from professionals representing the entire healthcare industry plus trade and national media and government officials. Distributed the first week in January, the document--compact, easy-to-digest, visually driven--outlines each trend and how it impacts every healthcare stakeholder. It requires a tight, accurate, and consistent voice and a descriptive, interesting graphic or infographic on each page plus features Avalere experts.
Many throughout the firm contribute to the content and are involved in creating and producing the document. However, it requires 1 project manager, 1 lead writer, 1 lead editor, 1 creative director, 1 art director, and multiple designers to produce. A fixed timeline is created, managed, and adhered to ensure a smooth process. Clearly defined and communicated roles and responsibilities and processes are the foundation. Over the years, we have finetuned our approach and decreased expert involvement to keep them focused on completing priority client work which requires their attention at the same time.
The Outlook effort showcases various subject matter experts and is shared through industry speaking events by senior executives. The content is gated to discover topics of interest by target market. This intelligence sets the direction for our content marketing strategy for the first half of the year. Broad-appeal topics generate insights, press releases, podcasts, videos, eblasts, and webinars. Engagement is measured for each channel and medium and more content is created for popular topics.
Design is our hallmark: typographic hierarchy; white space to help the reader focus; interesting colors and graphics to distinguish our brand from the competition; nontraditional expert photos to show we are approachable; gradients, shadows and layers for dimension. Because our annual marketing efforts start with Outlook, we work with a digital artist to customize the Avalere logo in a unique visual, which can be manipulated into different perspectives and created as letters and characters to feature content topics throughout the year. Maintaining a complementary visual thread across the various Outlook topics echoes our distinctive brand and helps our target markets associate the content through the image. Clients and colleagues look forward to the exclusive custom logo each year.
