Best external corporate publication
The Royal Marsden NHS Foundation Trust
The Royal Marsden is a world-leading cancer centre, specialising in cancer diagnosis, treatment, research and development. Launched in winter 2009, RM is its quarterly publication for staff, patients, carers, members of the trust and other stakeholders. It is a key communications tool, informing and educating policy makers and national health influencers.
The 28-page magazine, which replaced 12 separate publications, is designed to convey complex medical and scientific topics clearly, explain the benefits of treatment and showcase The Royal Marsden in key areas: personalised care, leading edge treatments and world-class professionals and research facilities. The magazine has regular features, such as A day in the life, which focuses on the role of different hospital professionals; It happened to me, sharing an individual patient’s personal story; and Fundraising, providing news about the hospital’s cancer charity.
One off features, which might focus on topics as diverse as a visit from the Royal Marsden’s president, The Duke of Cambridge, strategies on offering age appropriate care or the latest technology being used, offer readers an insight into the workings of the hospital and provide reassurance that it is dedicated to the pursuit of excellence.
Written in a professional and authoritative tone, RM is still accessible to readers. It has strong cover shots and many images of the hospital’s staff in situ, demonstrating their work in action, rather than individual head and shoulder shots.
Research shows that 75 per cent of readers share or discuss the magazine with colleagues, friends or family members, while 100 per cent rated it ‘very good’ or ‘excellent’ in a recent readership survey, describing the content as ‘just right’. RM regularly ‘sells out’, with display stands empty in the weeks before the next edition arrives.