MidState’s new on-line newsletter, Focus, connects readers directly with health information and programs, in addition to being a greener alternative.

In-House Marketing of Litchfield, with the help of Conquest Consulting, of Avon, Robinson Advertising & Design, of Tolland, and bobcopy LLC, of Glastonbury, reduced the size of the printed newsletter and shifted the bulk of the content online.

By having Focus online the interests of the reader can now be monitored via web analytics and future content can be tailored to their interests. Additional benefits include using less paper and providing the reader with a way to access the content through a more interactive medium. Readers can learn about and register online for upcoming MidState events. They can also sign up to receive email alerts when future issues of Focus are available.

An advertising campaign, designed to create awareness for the initiative, was developed and launched in the beginning of January, 2011. Online banners as well as newspaper and outdoor ads encourage people to visit Focus online.

Focus is published three times per year and provides the latest information on new medical technologies, healthy living tips, MidState news, and a comprehensive calendar of events sponsored by the hospital. Readers can check out Focus by going to midstatefocus.org.