Despite a strong legacy as an innovative research institution, BCM had fallen in the US News medical school rankings. The new president and CEO engaged us to create a framework of publications that would help reclaim their former position and reestablish the image of Baylor College of Medicine as a thought leader. We developed a newsy quarterly report called BCMQ that features a unique format and distinctive photo-illustrated cover art to grab the attention of industry peers. We then created guidelines and templates for the interiors so that they could be easily implemented by BCM’s creative services group.
“In a single year, our overall institutional ranking went
up from 22 to 21 and the peer reputation score increased by 0.2. These publications were the backbone of this effort.” Debra Passner, Executive Director, Academic Marketing and Communications