Lifting the profile of the Australian Osteopathic Association

With a disengaged member base and limited recognition of osteopathy in the wider community, the Australian Osteopathic Association (AOA) needed help with its communications.

Through its member magazine, the AOA wanted to reconnect with members, improve member retention and raise awareness of osteopathy as a reputable form of healthcare. The first step was to ensure the magazine’s design was in sync with these objectives.

When design lets you down
The AOA lobbies energetically for its members, holds free workshops and seeks out current research in the field to help practitioners stay at the top of their game. Unfortunately, the unprofessional design of the association’s member magazine meant these benefits were not effectively communicated.

A fresh approach
The redesigned publication conveys a professional image of the association and keeps readers engaged with the editorial. The new-look magazine, renamed Osteo Life, was well received by the association and its members.

“Members have commented on the professional look and feel of Osteo Life,” says AOA executive director Antony Nicholas. “Many now use the magazine to show patients that osteopathy is an evidence-backed healthcare treatment.”

Design lessons from Osteo Life
1. Capture and hold the reader’s attention. Typographical features such as large quotes and pull out statistics entice the reader to find out more. An uncluttered, easily navigable layout keeps them engaged with the editorial.

2. Highlight useful information. Many articles in Osteo Life provide practical advice to members. Design devices (like coloured breakout boxes) draw attention to this useful information.

3. Sell yourself. Member benefits, including free AOA workshops, are clearly marked and given an eye-catching design treatment to ensure they stand out on a page.

4. Reinforce your brand. The AOA brand is used throughout the magazine. It reminds members that the association is a professional body.