Creating top-notch content isn’t easy, and for many healthcare marketing teams, resources—time, money, talent—are chronically tight. Fortunately, you can reuse, recycle and repurpose content to streamline your workload and get results.
The key is to be intentional as you’re creating your marketing calendar. When planning a piece of content, follow the “rule of three”—i.e., envision at least two additional incarnations in which it can live. For example:
Although cost and other pressures from the pandemic have caused some marketers to curtail their activities, for those in healthcare, reaching out to consumers is more important now than ever. Why?
HEALTHCARE MARKETING HAS UNMATCHED AUTHORITY TODAY.
Consumers want comfort and education, and hospitals and clinics are among the most trusted institutions, per a recent Trust Special Report by Edelman.
What a way to start the week! Wainscot Media’s creative team just received two Gold honors in the 22nd annual Digital Health Awards program.
While we can’t provide popcorn (other than this photo), we cordially invite you to view (or re-view) our SHSMD Theater Presentation, Optimizing COVID-19 Website Content to Drive SEO: Top 6 Hacks.
In it, Mark Dowden, president and CEO of Wainscot, and Dave Fornell, editor of Diagnostic and Interventional Cardiology (DAIC), share actionable tips on how to seriously boost website traffic by creating articles and social media posts tied to topics in the news. You guessed it, they use COVID-19 as an example.
When RWJBarnabas Health, New Jersey’s largest health system, decided to create a magazine, they were looking for unified messaging along with a way for each hospital to connect with its local community. The result is Healthy Together, produced in 11 editions.
Each custom issue features eight pages of shared system articles and 16 pages of hospital content. It has garnered a number of awards, including the PRSA New Jersey chapter’s 2019 Best in Show and a Gold Digital Health Award for health media/publications.
The engaging, reader-friendly design and editorial approach allow RWJBarnabas Health to cut through the mass of healthcare marketing messages in New Jersey. Healthy Together reaches 1.75 million residents quarterly.
Does a print magazine really work in this digital age? You bet! Take, for example, the 200 registrations for a single event one week after the magazine mailed—and the event was only promoted in one edition of the magazine.
Below are some of the many benefits of including print in your marketing mix.
In short, it’s time to take a second look at what the power of print can do for you.
Sources: MPA 2019/2020 Factbooks; 2018 Annual Trust Survey from Edelman
Park Ridge, N.J.-based publisher Wainscot Media has acquired Imaging Technology News (ITN) and Diagnostic and Interventional Cardiology (DAIC) from Scranton Gillette Communications of Arlington Heights, Ill.
ITN serves healthcare professionals in the fields of radiology, radiation oncology, women’s health and nuclear medicine. DAIC serves cardiologists and cardiac cath lab personnel.
Reporting on news, product information and technological innovations, ITN and DAIC are known for their unique and extensive comparison charts, which provide information required by clinicians and administrators to make informed purchasing decisions.
“We’re impressed by the recent growth trajectories of these brands,” said Mark Dowden, CEO of Wainscot. “Both ITN and DAIC have become increasingly influential in their fields, and that’s a credit to the publisher’s embrace of digital opportunities. Dedication to audience engagement has produced market-leading growth in website traffic, and a focus on analytics is yielding audience insights that help to match buyers and sellers.
Healthy Together, a custom publication created by Wainscot Media for RWJBarnabas Health, one of New Jersey’s largest healthcare systems, won two major Pyramid Awards from the Public Relations Society of America (PRSA) New Jersey Chapter.
Healthy Together won a coveted Best in Show award, as well as First Place in the magazines category.
“The more things change, the more they stay the same.” We’ve all heard the expression, and it’s still true—even in the ever-changing world of marketing, even in our age of smartphones, marketing automation and social media.
Some of the most effective marketing tools at your disposal were around long before Al Gore invented the Internet. Perhaps the most powerful of those time-tested tools is the custom magazine.
Suffering from a lack of motivation? Look outside—it may be the weather.
If you feel less motivated than usual on those days, you’re not alone. Scientists haven’t been able to identify exactly why our motivation disappears when the sun does, but they have some ideas. There’s even a mood disorder called Seasonal Affective Disorder, or SAD, that affects people who live in places that are consistently dark and dreary.
So what do you do on those mornings when you feel like you can’t get anything done? Instead of sending yourself into a caffeine coma, try some of these methods to get your motivation back.
“Print is dead.” If you’ve heard it once, you’ve heard it a thousand times.
These days it’s impossible to go very long without reading or hearing about how smartphones and tablets are replacing printed materials. But while it’s 100% true in many respects, there’s one medium where print still reigns: magazines.
There’s a common belief that only older people read magazines. Even if you’ve read about how custom magazines drive online sales and web traffic, you may be hesitant to spend time planning and launching a custom publication for your organization for fear of a slow and steady decline as the Baby Boomers get older.
