A part of 
Client:
Svenska Diabetesförbundet
Services:
Editorial Content Strategy, Production & Digital Publishing
Podcast & Vodcast Production
Paid Social & Performance
Transforming Sweden’s largest diabetes magazine into a multi-channel knowledge eco system: Svenska Diabetesförbundet’s editorial formats are constantly reaching, engaging and converting new people in the target group.
Overview
To make Sweden’s largest diabetes publication more relevant, accessible and future-ready, Svenska Diabetesförbundet (The Swedish Diabetes Association) partnered with Splay One. Through content strategy and editorial storytelling, a trusted knowledge platform was built where expert insights, personal experiences and practical guidance come together to educate, support and engage audiences.
Challenge
Svenska Diabetesförbundet needed a more modern member magazine, including a content strategy for digital, social and earned channels. All with the aim of making members more satisfied, and to recruit new ones.
As more media consumption shifts to digital channels, the association also needed to extend the reach of its magazine while making reliable diabetes information easier to discover and consume. The mission was to create a digital experience that served a broad audience – from people living with diabetes and their families to healthcare professionals – without compromising editorial quality or credibility.
Solution
Splay One developed the editorial concept and digital content experience, combining content strategy, storytelling and production, to create an accessible multi-channel solution designed around the needs of its audience. By structuring expert knowledge alongside personal stories and practical guidance, a long-term content ecosystem was built that encourages discovery, learning and continued engagement:
Initially, a new editorial concept and improved design was developed for the magazine Allt om Diabetes, laying the foundation for a broader digital content ecosystem. Rather than limiting valuable content to a single publication, editorial content was transformed into campaigns, PR initiatives, advocacy communications and strategic media collaborations, extending its reach across multiple channels.
As the format evolved, the ecosystem expanded to include an e-magazine, the online newspaper alltomdiabetes.se, social media activacions and Diabeteslabbet – a podcast and vodcast exploring the latest developments in diabetes research. By expanding beyond print into a connected digital ecosystem, the content now reaches a significantly broader audience, while maintaining exclusive in-depth articles, guides and educational resources as valuable member benefits.
Circulation
20,000
Satisfied members
90%
Listeners
100K
Listening time
100%
Positive comments in SoMe
99%
Results
– Thanks to Allt om Diabetes, members are more satisfied with the association, ranking the magazine as their most important source of information. 90 percent are rating it ”good” or ”very good”.
– The editorial content is today the hub for the association’s communication work: New statistics, surveys and interviews from Allt om Diabetes have resulted in a major PR impact and clear progress in the association’s political advocacy work.
– Alltomdiabetes.se and Diabeteslabbet are constantly reaching, engaging and converting new, increasingly younger people in the target group – with the help of effective advertising on Google, Youtube and Meta.
The launch of the multi-channel strategy extends the reach of Sweden’s largest diabetes publication beyond print. By making trusted health information more accessible, the platform supports continuous learning while strengthening engagement among existing audiences and reaching new ones. It provides a scalable foundation for future editorial content, ongoing audience growth and long-term digital communication.
Diabeteslabbet - a podcast about diabetes research
With the purpose of engaging even more people around diabetes research, Svenska Diabetesförbundet launched a podcast called Diabeteslabbet. The podcast has received a warm reception, with 99 percent positive comments on Spotify and in social media. The podcast is also available as a vodcast, and filmed reports from various labs, on the YouTube channel youtube.com/@diabeteslabbet
The format has also been used at fairs and events, for example at a seminar on the future of diabetes care in Riksdagen (The Swedish Parliament) on World Diabetes Day.
Diabeteslabbet’s marketing has so far reached 1.6 million people, generated 3.4 million views and received over 20,000 shares, likes, comments and listener emails (99% positive). Diabeteslabbet has also attracted 75,000 visits to the website and Spotify and has generated more than 100,000 listens.
