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Your Content: 20 Ways to Multiply Impact

  • Posted by Lee Lusardi
  • On January 18, 2021

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:

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7 Ways to Prepare for the Next Normal

  • Posted by Maria Regan
  • On January 13, 2021

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.

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Wainscot Wins Gold in Digital Health Awards—Twice!

  • Posted by Emily Beckman
  • On November 23, 2020

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.

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TOP 6 HACKS FOR OPTIMIZING COVID-19 CONTENT

  • Posted by Maria Regan
  • On November 15, 2020

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.

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The Power of Print

  • Posted by Maria Regan
  • On November 4, 2020

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.

  • Nearly 75% of consumers find ways to avoid advertising.
  • In contrast, 57% of consumers say a hospital newsletter is their most trusted source of health information.
  • Compared to online reading, paper-based reading:
    • generates more focused attention, higher comprehension and better recall
    • is more likely to stimulate emotions and desires
    • is preferred by 73% of adults.
  • Print magazine readership grows over time, as readers pass along their copies to friends and family members. In fact, magazine secondary audience contributes 73% of primary sales response.
  • 79% of magazine readers say that “Even in this digital age, I still love the touch and feel of a printed magazine.”

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

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Wainscot Acquires Medical Media Brands

  • Posted by Nigel Edelshain
  • On January 31, 2020

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.

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Wainscot Media Wins “Best in Show” at 2019 PRSA New Jersey Awards for PR Excellence

  • Posted by Nigel Edelshain
  • On July 19, 2019

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.

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How a custom magazine can dramatically improve your hospital’s brand

  • Posted by Nigel Edelshain
  • On September 10, 2017
  • Custom publishing

“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.

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If the rain comes: How to get motivated on a gray Monday

  • Posted by Nigel Edelshain
  • On July 6, 2017
  • Motivation

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.

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Young people still read print magazines

  • Posted by Nigel Edelshain
  • On June 25, 2017
  • Custom publishing

“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.

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Recent Posts
  • Your Content: 20 Ways to Multiply Impact January 18, 2021
  • 7 Ways to Prepare for the Next Normal January 13, 2021
  • Wainscot Wins Gold in Digital Health Awards—Twice! November 23, 2020
  • TOP 6 HACKS FOR OPTIMIZING COVID-19 CONTENT November 15, 2020
  • The Power of Print November 4, 2020
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