Complex, not complicated
When Brainlab commissions a magazine, it’s not just another waiting-room read—it’s a flagship digital project. The previous journal focused exclusively on doctors and had no clear connection to the company’s overarching goals. There was no platform where Brainlab could talk about what really matters: making an impact on patients’ lives.
The central challenge was conceptual: it required a creative, editorial idea that would make the brand’s core emotionally tangible— one that demonstrates the impact Brainlab’s innovations have on the world, not just what they’re capable of. Through authentic storytelling that inspires.
“Beyond the Lab” was to be native digital: an immersive multimedia experience, journalistically sophisticated, and visually distinctive. A magazine that addresses various target audiences and poses the question: How does Brainlab change lives? Through real-life cases, the effectiveness of these innovations comes to life—by and for patients, doctors, creators, and visionaries.
“We wanted to create something that goes beyond traditional product communication—a medium that shows the difference Brainlab makes in people’s lives. We wanted to follow inspiring doctors and industry leaders not only in their professional lives but also through their personal stories. The challenge was to present complex medical technology in a way that reaches not only experts but also the general public, policymakers, and everyone who wants to help shape the future of healthcare. To do this, we needed real stories, experts, and a platform that meets Brainlab’s standards.”
Jakob Barth-Christner, Director Marketing & Communications
Editorial Concept
Working closely with Brainlab’s communications and PR department, we developed an editorial concept that organizes the magazine’s content around its various target audiences. Each issue typically consists of four perspectives: Patient, Doctor, Creator, and Visionary.
Each of these perspectives stands on its own while complementing the others. This is compelling storytelling: A central theme is explored through different questions, thereby forming a clear overarching narrative—Brainlab as an innovative medical technology company and an inspiring industry leader. Impact that shapes lives. How is Brainlab transforming the medical industry? What motivates the people who work there? How does technological progress come about?
In addition to the regular issues, standalone articles on special topics are published from time to time.
Four Perspectives, One Story
Measurable results. Visible enthusiasm.
Over 6,500 page views and more than 3,200 active users within the first eight months—on a brand-new platform that relied entirely on organic traffic at launch, without any paid campaigns. The success of Beyond the Lab is both visible and measurable. The 24% increase in repeat visits via the magazine structure (Archive & Issues) is a clear indication of active engagement with the platform.
86% of content shares were organic, mostly via LinkedIn and email—proof of the content’s relevance and shareability. At 2.02 pages per user, reader engagement is also well above the average in the B2B content sector. A traffic peak in the first quarter of 2026 driven by the publication of new content shows that Beyond the Lab is gaining momentum.
The digital stories are enthusiastically received by industry experts and interested readers alike, and the articles are shared widely. Brainlab set the bar high—schalk&friends delivered.
