Online and social media presence often not enough
Health and healthcare account for 9% of Google search topics, and most of those are initiated by people researching particular conditions and care options. Obviously, hospitals and health insurance companies need a strong online and social media presence to attract those searchers, but it’s also important that they find other ways to present themselves as the important local resource for patients in their service areas and members of their plans. The internet is not the only place to do that.
Print publications for communities served by hospital systems and insurers can be an important part of their relationship marketing initiatives. A great example of this is Advantage magazine, published by Western Health Advantage, a health insurance company servicing members in Northern California.
Advantage is produced quarterly and reports on hot topics of interest as well as care and service opportunities available to plan members. Diablo Custom Publishing works with the Western Health team to identify those topics and then writes, designs, prints and mails copies to enrolled members.
Surveys of readers have shown that:
- 40% of readers spent 15 minutes or more reading the magazine.
- 30% spent between 30 and 60 minutes reading the magazine.
- 93% found the content useful.
- 86% said they trusted the content in the magazine.
Magazines like this foster deeper engagement with readers while they inspire trust and affinity for the sponsoring brand. Online and social media strategies are critically important, but print publications should not be overlooked if building trust relationships is also important.
Answer our Services Questionnaire and see how DCP can help you.
