“Men's Health in Space” newsletter for urologists

Starting point

Urologists receive many promotional materials but little structured content that helps them work with patients of different ages.

What we learned about the audience

Urologists are a fun audience you can flirt with: a creative approach works better with them than dry promo. And they find it convenient to think about patients by age: a man at 30 and at 70 has different risks and different questions at the appointment.

Task

Prepare an educational newsletter on men's health for urologists: structure information about age-related changes and diseases of the genitourinary system and build the client's urology portfolio into the content.

Solution

1. 01

   Concept: a space journey where each decade of a man's life is a new planet that needs a urologist's care

2. 02

   A structure by age, from 30 to 80

3. 03

   Topics: BPH prevention, reproductive health, urinary tract infections, nocturia

4. 04

   A newsletter in Romanian for urologists in Moldova

5. 05

   A single concise visual and verbal style focused on practical value

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Result

• Audienceurologists in Moldova, a newsletter in Romanian
• What doctors gota series they want to read to the end: a patient's age-related risks from 30 to 80 in one system
• What the brand gotthe urology portfolio is built into clinical situations, not ad blocks

What worked

1. The “orbits” metaphor turned the newsletter into a series people want to read to the end.
2. The structure by decade matched the logic of an appointment.
3. The portfolio is built into clinical situations, not ad blocks.

Team

• Maria MityashinaChief medical editor
• Elena TorunovaMedical editor
• Ekaterina LoganovaArt director
• Anastasia PotapenkoProducer