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.

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.

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.