In order to inform all stakeholders about the company, its strategy and successes and to present the most important key figures of the financial year in an eye-catching and user-friendly way, we as Fresenius Medical Care's agency partner have been focussing on cross-channel communication and effective marketing of the various content elements for several years. For the 2021 annual report, the special task was to appropriately address the 25th anniversary of the dialysis specialist in the company magazine accompanying the annual report and at the same time embed it in a cross-media portfolio that was convincing in its own right.

This year, we once again placed a dedicated Facts & Figures microsite at the centre of the cross-media portfolio of Fresenius Medical Care's annual report, which acts as a central content hub. In addition, there is an emotional company magazine, a compact short profile and a purely digital annual report in a screen-friendly landscape format with interactive functions. To do justice to the DAX 40 Group's special 25th anniversary year, we gave the corporate magazine an even stronger magazine character this year with diverse and colourful stories, reports and facts from the past, present and future. It took up and further developed communication modules for the anniversary year that had already been used on the corporate website, intranet and social media since autumn 2021. The design of all media in this year's annual report played with a strong numerical look to match.

Active marketing was the key to increasing awareness of the report. In addition to social media posts, the focus here was on various teaser videos.
The short, appealingly animated clips offered entertaining and exciting insights into the various publications and whetted the appetite for more.

Active marketing of the entire media range via teaser videos and posts on social media, the corporate website and intranet ensures that the diverse report content is recognised by internal and external target groups. Interactive links in the annual report were made even more visible. The visibility of the microsite on the internet was also optimised through targeted SEO measures.