Count On Coffey

By Josh Moulton, Print Project Coordinator

In a digital-first world, it can be tempting to see direct mail as "nice to have" instead of "need to have." But for hospitals and health systems, print still plays a unique role in building trust; reaching underserved audiences; and supporting long, sometimes complex journeys to care.

The question isn't print or digital. It's how to use print strategically—alongside your website, email and social channels—to create a more complete consumer experience.

Why print still matters

Healthcare decisions are personal, high-stakes and often emotional. A printed piece:

• Feels more tangible and less fleeting than a post in a feed or an email in an inbox.
• Can reach households where digital access or literacy is unknown.
• Signals permanence and credibility in a way that supports your brand.

Print also buys you something that's increasingly rare: unhurried attention. A magazine on the coffee table or a postcard on the fridge can prompt conversations and decisions long after the initial "send."

Postcards: The nudge

Think of postcards as the lightest lift in your print tool kit. Their job is not to tell the whole story, but to:

• Put a focused message in front of a specific audience.
• Spark curiosity about a service, event or initiative.
• Point clearly to a next step, often online.

In a broader strategy, postcards are your "nudge": quick reminders and invitations that connect the dots between awareness and action and that integrate tightly with your web and email journeys.

Small publications: The guide

Fliers and short, topic-focused newsletters (often two to four pages) give you room to meet people where they are on a specific health question. They work well when you need to:

• Explain a condition or service line in more depth.
• Move someone from awareness into consideration and planning.
• Offer practical, "what to do next" guidance for patients and families.

These pieces can live both in mailboxes and in waiting rooms, and they often become handouts in clinics, extending the reach of your investment.

Longer newsletters and magazines: The relationship builder

Flagship newsletters and magazines are less about a single campaign and more about the ongoing relationship you're building with your community. Over time, they:

• Reinforce your brand promise and values.
• Showcase your expertise across multiple service lines.
• Share patient stories that make your organization feel human and approachable.

More substantial print publications are especially powerful in supporting long-term loyalty and brand awareness. They keep your hospital top of mind so that when a need arises, your name is the first one people think of.

Bringing it all together

A modern direct-mail strategy doesn't treat any one format as the hero. Instead, it aligns postcards, small direct-mail pieces and longer magazines with clear roles in the consumer journey and connects them with your digital channels so that each touchpoint strengthens the others.

Categories: Print