Right as Rain Magazine

Right as Rain Magazine has been awarded a Gold in the 2019 Healthcare Advertising Awards
and was a Finalist for Content Marketing Awards’ Best New Publication Design

The situation

Right as Rain has been a very successful health and wellness site for UW Medicine. With a limited budget, how do we make the Right as Rain brand more visible?

The solution

What does a healthcare organization have that other business models lack? Waiting rooms full of people who will pick up and read magazines. We took a chance on a print version that compiled the most successful articles in a magazine with fresh photography and a soft-touch paper cover. Several articles were extended excerpts, with urls encouraging readers to go online to get the complete article. The magazine has been very well received, and subscriptions to the site continue to climb.

Tactics included––

Videos for Right as Rain that run on the screens in waiting rooms
Copies of the magazine in exchange for an email address
Magazines distributed to clinic managers for distribution

The results

With an initial print run of 5000, we distributed the magazines sparingly. None were mailed – in fact, there was no mailing label allowed for on the cover. Clinic managers report that they go missing pretty quickly, so they frequently request more. As with many print materials, response data is anecdotal. But we saw subscription rates beat the initial goal of 4k, then the stretch goal of 5k to an FY19 total of 6.5k+.

In May of 2019, it was awarded a Gold in the 2019 Healthcare Advertising Awards for an External Publication. In July 2019, it was the winner of the Best Overall Editorial – Digital award as well as a Finalist for Content Marketing Awards’ Best New Publication Design.

Credits

Design and Production . . . . . . . . . . . . . . . . . . . . . . . . . . . Julie Wessel
(Not shown: Layouts by Ada Love and Bill Wardlow)
Creative Director . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Bill Wardlow
Copywriters . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . McKenna Princing, Vanessa Raymond, Kristen Domonell, Heather van Dusen
Cover photo . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Clare McLean
Events/Activation . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . Liani Swingle/Juliette Piboonvaranggoon