- Posted by Nigel Edelshain
- On August 17, 2015
- Custom publishing, Magazine advertising
In the digital age, it’s not uncommon to hear people question the feasibility of print advertising. There’s probably someone like that at your own hospital or health system, and that can make life difficult when it comes time to plan out your marketing budget.
The criticism is that magazines are an outdated advertising vehicle, especially when so much of your effort is focused on driving prospective patients to your website, where your carefully crafted copy and calls to action can convert them into actual patients.
The truth is that magazine ads are a better driver of web traffic than any other advertising medium. Here are four stats from the Association of Magazine Media’s latest Factbook that demonstrate just how effectively they target individuals who are concerned with their health and wellness and inspire them to take action.
1. Magazine readers are more active than other consumers
Marketing is only effective when it reaches the right consumers with the right messaging. Your ideal patient is most likely concerned with his or her health and seeks ways to maintain or improve it. (If you still haven’t created a persona for your ideal patient, you can download a template here.)
The table above shows that magazines readers are much more likely to be engaged in fitness activities than Internet users or TV viewers, Such individuals are ideal targets for healthcare marketing because they’re more likely to make use of your services even when they don’t have a pressing medical concern. They understand that taking care of their health doesn’t start when they have an emergency.
2. Magazine ads inspire actions like visiting advertisers’ websites
Magazine readers don’t just look at ads and move on. When an ad catches their eye, they’re much more likely than other consumers to turn to other channels for more information, including your hospital’s website and blog.
Keeping in mind that magazine readers are ideal healthcare targets, any traffic increase from magazine ads is likely to include a greater percentage of qualified healthcare leads than one from another form of advertising.
3, Magazine ads reach influential consumers who share information with friends and family
When it comes to modern marketing, everyone wants more “shares.” But shares didn’t start with email and social media, and print magazines are better at reaching influential healthcare consumers than any other media.
That means that the people who view your ad are likely to pass it along to their friends and family members, multiplying your reach beyond a magazine’s official circulation numbers.
4. Digital magazines work too
If you’re having trouble getting hospital stakeholders on board with print advertising, or you just want a medium that’s easier to track, digital magazines show levels of engagement equal to those of print magazines and similar levels of interest in advertisements, especially among affluent consumers.
Put all those together and magazine advertising is a trusted platform for reaching consumers who are more concerned with their health, more likely to take action, and more likely to share information with their loved ones.