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Healthcare marketing strategyPrint and direct mail2 min read Connecting to your healthcare community through a publication

Creating a quality magazine can help you stand out in your community and lead people to choose your organization for their health care.

May 14, 2021The Coffey Team

For healthcare marketers, print remains a useful tool for reaching your target audience—especially when it's integrated with your digital marketing efforts. A publication can go one step further by building a sense of community among local healthcare consumers.

Benefits of a community healthcare magazine

Target your market. You can target your demographic market with direct mail marketing. By understanding your target market, your publication can be tailored more closely to certain needs. Residents who are new to the area will need to find a physician, those who enjoy sports may need an emergency or urgent care facility they can depend on, and communities with young couples may need to connect with a birth center. Knowing your demographics can help you write content that increases ROI.

Brand recognition. A community publication not only builds brand recognition but also brand loyalty. A publication allows you to bring the aesthetic qualities of font, colors, images and texture that help to establish brand recognition. When it comes to your brand, it’s hard to put a price on the value of brand loyalty.

Credibility. Many people turn to local publications as a source of advice. Your organization can benefit from this credibility when your publication is viewed not as advertising but as recommendations from a trusted source.

Longer shelf life. While digital ads come and go, print ads have staying power. According to MNI Targeted Media, Baby Boomers read 9.2 magazines per month, Gen Xers read 9.1 and Millennials read 8.9. Readers can put a magazine down and pick it back up when they have time to continue reading. And because a healthcare magazine tends to be a resource for community members, readers may choose to keep it for future reference.

Tactile experience. Magazines tell stories in ways that digital simply can’t—in pictures and in words. People interact much differently with printed magazines than they do with digital publications. They enjoy the tactile experience and taking their time to read the content.

A publication provides an opportunity to find new or potential healthcare consumers and enables you to increase customer retention through ongoing engagement. It’s up to you to create something that’s worth keeping. A quality healthcare magazine isn't just marketing, it’s an experience—something people want to spend time with and enjoy. And remember: People may naturally judge the excellence of your organization’s care on the quality of your magazine.

Coffey specializes in the development and execution of custom magazines. From editorial planning to the mailbox, we’ve been doing publication work exclusively for healthcare clients since 1983. Sometimes an outside perspective can lead your publication in a new and exciting direction. Coffey’s experts can offer the expertise you need to deliver a publication your readers will love. We’d love to show you what we can do. Just contact us and let’s get started.