Cancer center’s publication targets what patients want

The University of Michigan Comprehensive Cancer Center’s print publication Thrive is 100 percent focused on patients. That focus has helped it take first place in the “Print Publication” category of Ragan’s Health Care PR & Marketing Awards.

The four-color magazine avoids advertising, lists of awards and grants the center has won, and complex, jargon-laden narratives. Thrive is devoted entirely to what patients want and need, including a realistic view of cancer, resources for more information, a view of patients outside the hospital environment living their lives and promotion of the center’s care—all told through the eyes of patients in compelling ways using language that anybody can read and understand. 

Five thousand copies of the biannual publication are distributed around the Michigan Medicine system. Readership surveys demonstrate that the publication is meeting its goals. Ninety-three percent of respondents say Thrive delivers relevant information, 91 percent say it offers content they haven’t found elsewhere, 93 percent say it helps them learn something new and 94 percent say it’s easy to read. Out of 92 completed surveys, the team was also able to track 94 efforts to access programs or services featured in the magazine. 

Congratulations to editor Beth Johnson, cancer communications manager Nicole Fawcett and web manager Jennifer Matthews.