- Posted by wainscot
- On April 22, 2014
Everyone seems to be talking about the power of social media, email marketing, and blogging, which may leave you wondering if print is effective for medical practice marketing.
We believe the answer is “yes”. Print isn’t dead, and here are a few ways how advertising in magazines can help you grow your medical practice.
Trust and attention
Magazine readers want to see your ad and they trust your ad. Getting your ad in front of people won’t help you if they don’t trust ads from that medium or if they’re not paying attention.
An average reader will spend 40 minutes with a print magazine, as opposed to 30 seconds watching a television commercial or just a moment seeing an online ad. Ads in print magazines are ranked higher in ad attention and are seen as more trustworthy than ads on TV and the Internet (source: the MPA).
A print ad can build your brand. It can help you be seen as an authority in your specialty. Once you’re seen as a knowledgable authority, all of your other marketing initiatives will work more effectively.
91% of US adults have read a magazine in the past 6 months (source: the MPA). You’ll reach a large chunk of people if you choose to advertise your medical practice in a magazine.
“Controlled circulation” magazines, such as the ones Wainscot Media produces, are mailed to targeted groups of readers (in our case affluent households in defined geographic areas). “Controlled circulation” magazines are a form of targeted direct mail marketing where your message is delivered to a large quantity of consumers at a fraction of the cost of creating your own direct mail piece.
Young adults–those under 35–read even more magazines per month than those 35 and up (source: the MPA). As we’ve said before, even though “Millenials” are big users of social media they find magazine ads to be 50% more credible than Internet ads.
Advertising your medical practice in print magazines will expose you to a large and attentive audience. The Media Research Blog published data showing that advertising in magazines had an ROI of 130%, which was higher than that of newspapers, radio, television, or online advertising.