As a provider of healthcare services to 100,000 people in a four-county area in the northwest corner of Illinois, FHN's activities produce a constant stream of significant news that affects those associated with the health network or come in contact with it. Although mechanisms were in place to communicate time-sensitive, day-to-day information, the organization lacked a tool for everyone to expand upon a topic or issue in more depth.

Strategy:
M45 created tactics, editorial plan and design for Insight, a full-color quarterly publication that is mailed to the homes of those associated with FHN. It is also made available to patients and visitors at all FHN’s facilities, reaching a wider audience with news about events, processes, capabilities and initiatives that directly relate to FHN's mission and brand promise – "We're here. For you." The editorial direction emphasizes FHN’s ability to care for the community. Through patient testimonials, and physician profiles, readers see the personal side of FHN. Information about unique capabilities, successful programs, pioneering procedures and network-wide initiatives demonstrates FHN’s commitment to provide the best healthcare. And articles about employee and community activities that help fund the FHN Foundation illustrate FHN’s pledge to care for the whole community.