Count On Coffey

By Sherilee Coffey,
VP of Business Development and Client Experience

In today's cluttered outreach landscape, executives often ask: Why invest in a print or mailed magazine directed at our local community when digital, lifestyle print or broad media seem more flexible or cheaper? The answer lies in what community healthcare magazines deliver: reliable engagement, trust and measurable impact.

What executives should know: Key advantages

Targeted engagement. A community magazine mailed to local households or patients reaches people most likely to need or use your services. That's more efficient than broader lifestyle magazines, which reach many who are unlikely to engage. Targeted content—health topics relevant to the local area, services you offer and local providers—makes each issue resonate.

Trust and credibility. Healthcare is a relationship business. A tailored publication positions your organization as not just a service provider, but an authority on local health issues. Trust is reinforced when you share expertise, explain procedures and spotlight outcomes in the community. Readers see you as invested in their well-being beyond billing or marketing.

Content control and customization. With your own magazine, you control every element: what topics are covered, who's featured, when stories are published, and how visuals and tone reflect your brand. You can address local health concerns, showcase your staff, explain preventive care and more—things that don't always fit in generic magazines or paid ad inserts.

Brand visibility and recognition. Repeated exposure via a branded magazine builds identity. When people see your logos, colors and tone repeatedly tied to useful content, it strengthens brand recall. Over time, that recognition becomes part of what people consider when they need to find local care.

Long-term community relationship. A regular, local magazine creates an ongoing dialogue. It's not a one-off ad, but a platform for ongoing education, updates, outreach and stories. Over time, it deepens your presence in the community and fosters loyalty more than "shotgun" promotional efforts.

Health outcomes and initiatives. You can use the magazine to promote preventive care, wellness programs, health screenings or community health events. By aligning content with local health needs, the magazine becomes part of your mission—not just a marketing expense.

Provider-patient communication. Complex medical or health topics often benefit from more space to explain things clearly. A magazine format lets you break down technical concepts, introduce new treatments or technology, and share patient stories in a way that builds understanding and connection.

Cost-effectiveness in the long run. While the upfront costs of design, printing and mailing are higher than digital ads, the lifetime value of content, effectiveness of reach and compounding trust often make community magazines an efficient investment. Direct mail remains one of the channels with strong ROI in healthcare when executed well.

Supporting data and trends

• 55% of healthcare marketers say direct mail is their top-performing channel. About 42% struggle with driving action, often due to weak personalization or follow-through (Lob & Comperemedia, 2025).
• Health providers who combine direct mail with data segmentation and digital integration (QR codes and personalized URLs) see stronger response rates (Taylor, 2025).
• Consumers often view physical mail as more authoritative and credible than digital ads (Hallmark Business Insights, 2025).
• Best practices include clear calls to action, readable design and connecting print mail with digital tracking tools (Nerdbot, 2025).

Addressing common objections

The bottom line

If your goal is to deepen relationships, build trust, communicate complex content and drive utilization of services, even as digital channels multiply, a community-targeted healthcare magazine mailed directly provides value few other channels can match.

For the C-suite: A well-executed, locally mailed healthcare magazine is not a cost center—it's an investment. Over time it can boost patient acquisition, loyalty and brand strength while multiplying the impact of your other marketing efforts.

Categories: Print