HFMA: A Custom Magazine to Establish Leadership
HFMA, a leading membership organization for healthcare financial management executives and leaders, wanted a custom magazine that would establish the association as an expert in all aspects of healthcare management. Imagination proposed LEADERSHIP, a 64-page custom magazine sent out to 75,000 key decision makers in the healthcare community. LEADERSHIP, published annually, complemented HFMA's existing magazine that focused entirely on finances.
For LEADERSHIP, Imagination developed a robust editorial calendar that featured health care industry experts and encompassed all levels of hospital leadership. Imagination also designed and launched a custom website that showcased LEADERSHIP content, including web-exclusive articles and interview transcripts.
While HFMA's existing magazine, hfm, was geared toward its members who managed healthcare finances, HFMA wanted to reach an expanded audience, including C-suite executives.
After the release of the first issue of LEADERSHIP in February 2008, a readership survey proved the fledgling magazine's success. Reader response was overwhelmingly positive: 89 percent expressed an interest in reading more issues, and 86 percent agreed that the magazine promoted innovation in healthcare leadership.
"Part of our association's mission is to bridge whatever divides exist inside and outside healthcare organizations so that all the stakeholders can be part of meaningful change. Our readers have told us that the magazine is an important step in fulfilling that goal."
- Rob Fromberg, HFMA
