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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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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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Nobody advertises in print magazines anymore!

  • Posted by Nigel Edelshain
  • On February 12, 2016
  • Custom publishing, Print magazines

The rise of ad blocking technology has made the future of digital advertising very murky indeed, both for online publishers and advertisers.

Fortunately, reports of the death of print are no more true than reports of the death of Mark Twain in 1897. While advertisers scramble to find a solution for ad blockers, magazine media isn’t just enduring—it’s thriving.

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How to reach the most influential healthcare consumers

  • Posted by Nigel Edelshain
  • On February 1, 2016
  • Custom publishing, Print magazines

What does your ideal patient look like? I’d bet influence is an attribute you value highly.

Influential healthcare consumers have value beyond the potential to become patients. They’re those who make decisions for their families, or whose recommendations are trusted by their friends and loved ones. Their knowledge and experience make them a reliable source of information. The benefits of reaching them are multiplied because every one of them could mean multiple new patients for your hospital or health system.

But how do you reach these ideal consumers? Online targeting is powerful, but there’s no “influential” check box in Facebook’s ad manager or Google Adwords.

The answer is simpler than you may think: To reach super influential healthcare consumers, you need to invest in print.

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6 benefits of a custom magazine for a hospital

  • Posted by Nigel Edelshain
  • On January 22, 2016
  • Custom publishing, Print magazines

Print isn’t dead. In fact, it’s making a comeback.

As a medium, print is seen as more trustworthy than digital media, and as a content marketing approach, it lends its credibility to the brand that sponsors it. Here are some measurable benefits that make custom publishing one of the most effective tools in a hospital marketer’s arsenal.

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Magazine ads can drive traffic to your website

  • 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.

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13 reasons to do a hospital service line piece

  • 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.

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How a service line piece can fuel your hospital’s growth

  • Posted by Nigel Edelshain
  • On May 27, 2015
  • Custom publishing

Hospital marketing may not have been much like rocket science twenty years ago, but with new technologies, stricter regulations, and evolving corporate structures rocking the industry, it probably feels like you’re alone in NASA Mission Control trying to get a rocket off the ground all by yourself.

If you’re looking to continue your success and set your hospital apart from its competition, you’ve got to make the most of your time and use the most efficient tools possible.

Even in this age of email, blogs, and social networks, some of the best marketing tools around are still the ones you have to send off to a professional printer when you’re done with them instead of publishing with a single click of your mouse. Sure, print costs more—but it also drives real results.

One of those print marketing tools is a service line piece, a mini magazine that can fuel your hospital’s growth long after liftoff. With a much tighter focus than a full-size magazine, a service line piece—or a series of them—offers flexibility in an easily accessible format. Here are five ways such a piece or series can fuel service line growth at your hospital.

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What is a custom magazine and what is its value to a hospital?

  • Posted by Nigel Edelshain
  • On March 9, 2015
  • Custom publishing

There are many ways to publish content these days, many ways to share your hospital’s message with the masses. The trick is to decide which of those options is the most reliable, the most likely to give you a return on your investment and cause people to respond to your calls to action or walk through your doors.

Executed properly, almost any method can help you meet your marketing goals. But if you’re looking for a medium that’s more trusted than any other, that’s read by people of all ages, and that drives online traffic and sales, look no further than the print staple, the custom magazine.

What exactly is a custom magazine, though? Just how custom is it? Keep reading to find out what makes this marketing tool so special and how it can help your hospital’s brand grow by leaps and bounds.

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