Count On Coffey

Direct mail's ability to engage, retain and build trust—combined with the advantages of personalization and targeted communication—makes print an indispensable part of any comprehensive healthcare marketing strategy. As hospitals and health systems continue to navigate the complexities of patient communication, the enduring power of print should not be underestimated.

Despite the rise of online platforms, print remains a powerful tool for influencing healthcare consumers' decisions regarding providers, services and organizations. Recent studies and industry insights highlight the unique advantages of print media in this context.

Engagement and retention

Publications offer a level of engagement and retention that digital media often struggles to match. According to a study by Temple University for the U.S. Postal Service, physical ads and print marketing carry more impact and emotional weight than their digital counterparts. This is particularly important in healthcare, where trust and credibility are paramount. Patients are more likely to remember and trust information presented in print, which can significantly influence their healthcare decisions.

Accessibility and focus

One of the key advantages of print media is its accessibility. Unlike digital content, which can be overwhelming and distracting, print materials provide a focused and uninterrupted reading experience. This is crucial for healthcare consumers, who need to absorb complex information about medical treatments, services and providers. A recent article in Healthcare Dive emphasizes that high-quality printed materials, such as publications and posters, can enhance patient communication and build brand loyalty. These materials can be revisited multiple times, ensuring that the information is retained and acted upon.

Building trust and credibility

Printed materials, like publications and postcards, are often perceived as more trustworthy than digital content. In healthcare, where patients' trust is essential, direct mail can play a crucial role in building and maintaining credibility. This underscores the importance of print in reaching and engaging healthcare consumers effectively.

Personalization and targeting

Innovations in print technology, such as AI-enhanced print personalization, are modernizing patient-centered communication. Personalized print materials can address specific patient needs and preferences, making the information more relevant and impactful. This approach not only enhances patient engagement but also improves the overall effectiveness of healthcare marketing campaigns.

Complementing digital strategies

While digital media is essential, print media complements and enhances online strategies. Combining print and digital marketing can create a more comprehensive and effective approach to healthcare communication. Print media generates a higher response rate and 70% to 80% higher recall than digital media. This synergy between print and digital channels ensures that healthcare organizations can reach a broader audience and achieve better results.

Categories: Print