Single Publication - 5 or more pages

Vaughan Healthcare Centre Precinct – Lure Book

Submitted ByCity of Vaughan

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The City of Vaughan is leading a first-of-its-kind initiative in Canada to develop a world-class health innovation district next to Vaughan’s new SMART hospital. In partnership with Mackenzie Health, York University, and ventureLAB, the City is developing a site that will advance research, education, innovation, and commercialization in healthcare. The VHCP will feature an expanded hospital footprint, a Long-Term Care facility focused on providing cutting-edge elder care, a York University School of Medicine, and ventureLAB’s Hardware Catalyst Initiative MedTech lab.

To raise the profile of the VHCP among government, business and trade stakeholders, the City of Vaughan’s Economic Development department created a lure book that captures the vision, goals, and impact of this project. The VHCP lure book has supported advocacy and socialization efforts with key stakeholders and potential partners, as well as investment attraction efforts with businesses in the healthcare, health technology and life sciences sectors, both domestically and abroad.

The VHCP lure book has been a valuable promotional tool for raising the profile of the VHCP project, particularly at international conferences. At Collision, Vaughan’s Economic Development department provided technical briefings to 18 international trade representatives and agencies. Staff also connected with more than 100 business owners, entrepreneurs, investors and potential partners at the conference.

At the 2022 Web Summit conference, Economic Development staff met with 5 international companies interested in investing in Vaughan, as well as 5 international health innovation organizations, including research institutions and industry consortiums.

The lure book supported these business and partnership development activities by providing a succinct and engaging overview of the project and associated opportunities.

The Vaughan Healthcare Centre Precinct (VHCP) will support the development of the next generation of health research, practice, talent and technology and catalyze significant enhancements to the quality and efficiency of healthcare. This project is creating opportunities for entrepreneurs, businesses, talent, and researchers and once completed, it will generate significant economic benefits, including more than 3200 new jobs and more than $400M in added economic output.

The VHCP brochure continues to act as a key promotional resource in meetings with investment leads, government stakeholders, international partners, and investment leads and is continually updated to reflect ongoing developments as the VHCP project progresses.

Vaughan’s Economic Development department faced a few obstacles in developing this promotional brochure. Mainly, it is challenging to communicate the vision and details of complex initiatives in an engaging and digestible format. Our team used a variety of infographics and design elements to make this piece easy to read and understand. Further, to overcome the challenges associated with travelling to conferences, locally and abroad, our team printed small business cards with a QR code which led directly to a landing page where this resource was linked. This allowed leads to view the lure book on their own devices and to reference it later without carrying a printed product.