Reader engagement you can measure
Creating a quality health care publication is a great way to engage local consumers and promote your brand. But what if you could easily take the same content from your publication and use it again to reach your audiences online—with performance you can track and report?
One way to do that—a solution available to print clients who also use our digital services—is to load publication content into Site Assist, Coffey's content management system (CMS) for health care websites.
Extend the reach of your publication
When a client's publication is finished and shipped to the printer, Coffey's team loads the content into Site Assist. Our clients can then display articles and pictures from their print publication on their website. We also write social posts our clients can use to promote their content on their social channels. Our clients may promote any article from their publication, such as patient testimonials, classes and events, and construction updates, anytime they want to drive traffic to their website and increase conversions.
"It's about gaining additional value from your publication," says Sherilee Coffey, Vice President of Business Development and Marketing. "If you're committed to telling your story in print, which can be an effective way to reach health care consumers, this extends the life of your content and allows you to share your story in other ways."
What's more, you don't have to create the content again, because it's already in your magazine or newsletter.
Measuring your reach
Wouldn't you like to know which types of content from your publication get good engagement? That's where UTM tracking comes in. UTM tracking codes are attached to the end of the URLs we provide when we create a social post for promoting your publication on your website. With this code, you can track traffic from the link in your social post specifically to the publication content you promoted.
Coffey's experienced team can then analyze the results. We can deliver data that you can use to prove return on investment (ROI). For example, we can show you how many views each piece of content received and the average time people spent viewing it.
An example of our tracking in action is a report we produced for Lake Regional Health System. It showed that people were interested in reading an article from their Summer 2023 print issue about their new campus.
Sign-up button for new print subscribers
We created an optional feature that some of our clients are using on their website to sign up new print subscribers.
"We tested it out to see if would bring in more print readers for our clients, and customers are using it," says Rachel Conner, a print Project Coordinator at Coffey. "Consumers who read the stories and like them can quickly and easily fill out a form and get on the mailing list."
By the way, this sign-up feature is also available to Coffey clients for whom we don't produce a publication. If we produce your website, we can offer you this feature to help you gain more readers.