As a marketer, you’re probably constantly asking yourself these essential questions about your audience:
- How do I get them to respond?
- How do I help them remember my message?
- How can my content benefit my readers and my organization?
In other words, you want to know how to make your marketing stick.
While you may have heard that print is going the way of the dinosaur, consider this:
Print gets seen. A U.S. Postal Service survey found that when direct mail shows up in a house, 79 percent of it is either scanned or read.
Print goes the distance. According to a survey by Magazine Publishers of America (MPA), 24 percent of readers pass along an article to someone else and 29 percent save articles for future reference.
Print encourages health. A study reported recently in the American Journal of Preventive Medicine notes that people who get health information from print are more likely to follow a healthy lifestyle than those who get advice from TV or the Internet. The study also showed that community organizations and health care providers strongly influence healthy behaviors.
One of the advantages that health care providers have is giving people the tools and follow-through they need to make healthy changes. Promoting your class listings, support groups and access to health coaches are all great calls to action that can turn readers into customers.
Also, aligning your print media with your website is critical, because according to MPA, 11 percent of your print readers are headed there next.
There’s no doubt: You can reach your audience with print. A publication is a great way to gain lasting credibility with your audience while giving them someone to trust with their health care.