- Posted by Nigel Edelshain
- On July 22, 2015
- Custom publishing
Chances are you’ve been told to prioritize the growth of one of your hospital’s service lines, or maybe even more than one. But when every hospital is trying to do the same thing, how can you set yours apart from the rest?
Today’s marketing landscape offers a hundred different ways to promote your services, with everything from email to blogging to paid ads on search engines and social media. All of those tools rightfully have prominent positions in your marketing plan, but if you want to stand out, print is still one of your best bets.
A beautifully designed service line piece or mini-magazine is both a marketing tool and a communication tool, capable of attracting new patients and engaging existing ones. In the hands of your physicians, it’s another way to educate people about important medical topics, and if you’re trying to recruit new physicians to your network, it’s a convenient way to showcase what your hospital does best.
Not convinced yet? Here are 13 more reasons why you should consider a service line piece for your hospital.
1. It’s cheaper than a custom magazine. That means it’s also easier to fit into your budget. If you’re having trouble getting everyone on board with print publishing, you’ll probably have an easier time selling a service line piece.
2. It’s targeted. With a service line piece, you can essentially choose your audience. You can only tailor a custom magazine’s distribution list so much, but a service line piece only goes to a particular segment. Looking to grow your hospital’s cardiac services? Send it to the over-60 segment of your list.
3. It’s prioritized, letting you grow your system one service line at a time. If your budget has room for more pieces, you can prioritize more service lines.
4. It’s flexible. Nearly everything about a service line piece can be customized, from the number of pages to the weight of the paper.
5. It’s educational. informing the local community about health and wellness topics is part of any hospital’s mission. Service line pieces are designed to educate both new and longtime readers about ways to treat and prevent health issues as well as the breadth and depth of your services.
6. It’s relatable. Patients and their caregivers are looking for other people who’ve shared their experiences. Patient success stories give readers hope for their own situations and show them how your hospital can help.
7. It’s inclusive. You can profile as many physicians and staff members as you have room for, so you don’t have to worry about bruising any egos by choosing one over another.
8. It’s differentiating. Modern consumers see right through traditional marketing messages. Beautiful design, exceptional writing and professional printing set a service line piece apart—and the brand with its name on the front—from other hospital newsletters.
9. It’s approachable. By prioritizing a single service line, you have room to give readers an overview of your services and take them through specific ones in depth in the same piece. A mix of simple and complex topics means that there’s something for everyone, whether they’re just beginning to learn about the subject matter or already well-versed in it.
10. It’s engaging. Magazine consumers take action after reading, whether it’s looking online for more information, calling to make appointments or sharing what they read with friends or family members. Calls to action and advertisments throughout a service line piece guide readers through their next steps in the patient journey.
11. It’s immersive. From the first page to the last, a service line piece is relevant to your target audience’s circumstances and interests. For those who don’t read from cover to cover, it can be designed with call-out boxes to influence how they skim.
12. It’s reusable. Content in a service line piece doesn’t have to stay in print. It can also be published in a digital edition or on your hospital’s website so it can be shared by email and on social media.
13. It’s proven. Young people still read print magazines, and print reaches more Americans than the top 25 primetime TV programs. No matter the audience, print is still a powerful tool for getting your hospital’s message out there.