Redesigning a National Newsletter to Drive Engagement
Forum Health’s national newsletter connects with current, past, and prospective patients, requiring content that serves different needs within one cohesive experience. The previous format relied on Canva graphics uploaded as images, which did not translate well to mobile—even though nearly 80% of readers accessed the newsletter on mobile devices.
When I took ownership at the beginning of 2026, I saw an opportunity to improve the reading experience, align the newsletter with Forum Health’s rebrand, and give readers clearer paths to engage with content and care.
My Approach
I rebuilt the newsletter’s layout, copy, content mix, and subject lines. The redesign focused on mobile readability, consistent branding, clearer content organization, and more purposeful calls to action.
I consult on topics and coordinate content around our editorial calendar, then handle the full design and copywriting. I also manage approvals, conduct the final review, schedule distribution, and evaluate performance to guide future editions.
Creating a Direct Path to Care
Alongside educational content, I introduced a dedicated appointment-scheduling call to action. Its first appearance generated more than 300 clicks, demonstrating reader interest in an explicit next step toward care.
In the before-and-after comparison, the reported open rate increased from 27.36% to 48.13%. Unique opens rose from 14,117 to 21,198, while recorded clicks increased from 614 to 1,187.
These results occurred despite a smaller contact list. The decrease reflected list cleanup and the departure of a large clinic that retained its email audience as it launched a separate venture.
The relaunch brought together brand consistency, a stronger mobile experience, and clearer opportunities for readers to take action.
Abigail Shelby Reitz
Senior Marketing Manager