Count On Coffey

Print remains a powerful tool for healthcare marketing, despite tight budgets and the rise of digital media.

Here are five reasons why print persists as an effective hospital marketing solution.

1. Visibility. Printed materials, like newsletters and brochures, are publicly visible, allowing multiple people to see and read them over time. They can sit in doctors' offices or patients' homes for months, reaching more than one person.
2. Targeting. Print allows for highly targeted campaigns to specific patient groups or demographics. Sending tailored publications to readers with specific medical conditions or using carefully selected mailing lists can be extremely effective when done correctly.
3. Standout factor. Physical mail is personal and requires interaction, making it "sticky" and hard to ignore. Readers can engage with print materials in their own space and time.
4. In-depth reading. People tend to read print more thoroughly than digital content, which is often skimmed. This allows for more comprehensive discussion of ideas and information.
5. Integration with digital. Print and digital campaigns can work together synergistically, presenting key messages in different ways across multiple channels for added impact.

To maximize the effectiveness of hospital print marketing:

• Design pieces that get results.
• Combine print and digital campaigns strategically.
• Focus on targeted, relevant content for specific audiences.
• Leverage the tangible, personal nature of print.
• Use print to complement and reinforce digital messaging.

Categories: Print