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Healthcare's Print & Digital Slam Dunk


Welcome to the Dove Direct Print and Marketing Blog. Today's post, "Healthcare's Print & Digital Slam Dunk," reviews healthcare marketing strategies in the age of the COIVD-19. We have covered various aspects of the benefits of employing a two-pronged print and digital marketing strategy for most industries.  By far, this strategy is the optimal approach to generating personalized content that delivers increased participation and engagement.  However, when it comes to healthcare providers looking to attract more customers, it's far more complicated.

There is evidence of this intricate marketing aspect with the advent of the Affordable Care Act (ACA). The ACA introduced a new paradigm involving direct-to-consumer marketing, including those of digital channels.  That new healthcare marketing model demands personalization, whether it's for selling healthcare or health insurance.  Since the passing of the ACA, healthcare premiums and insurance offerings are now more complex than ever.

Quote of the Day:
"When we look back, five years from now, 10 years from now, or 20 years from now, we'll be better off because we had the courage to pass this law and keep moving forward." – Barack Obama

Healthcare Industry Marketing Challenges

Care delivery has been a significant concern for the healthcare industry in a consumer-centric environment.  And this concern demonstrates further challenges as it relates to research and product development.  Further, the healthcare industry is also under tremendous pressure due to the pandemic, as new treatments, processes, and discoveries are afoot, which at the end of the day, requires more research, and of course, more up-to-date communications for its customers and prospects.

There are various methods available for marketing and advertising.  It's essential to keep in mind that many medical outlets and insurance providers are looking to lure potential customers with their plans.  From a solo private practice to hospitals, to urgent care centers, specialists, and other medical and insurance providers, marketing dollars need to be spent wisely with effective targeting.

Print Marketing

Most marketers and brands are aware that print marketing is on the upswing.  They are also mindful that print uplifts digital response and engagement rates.  In this context, print marketing includes newspaper advertising, magazines, direct mail marketing, direct-to-consumer, circulars, inserts, so on and so forth.  Healthcare marketers can expand their reach when using a broader marketing message in marketing, as mentioned above.  It is also critical to understand that these mediums continue to dispatch their offerings to every household, zip code, region, city, and multiple geographical zones.

Healthcare providers can reach demographically sensitive targets by placing print collateral into periodicals, specialty magazines, and local newspapers.  Digital printing is a marketing medium that excels at targeting specific demographics.  This marketing type can contain content meant to influence or convert a specialist, a medical facility, or something as bane as scheduling appointments.  Further, print marketing also makes a case for delivering documented changes in healthcare procedures, treatments, insurance offerings, and any healthcare community changes.  By the way, print is now digital.  That technological advancement allows one to create content for a single person, group, or region, depending on what is necessary.  In this case, variable data printing, aka variable digital printing, or VDP enables you to target the recipient with various attributes.
Digital Channels

The digital channels are go-to default marketing platforms that provide quick access and tracking.  The healthcare industry has and will continue to take advantage of the online universe.  Due to the pandemic, more online traffic has emerged, and as a result of folks sheltering in place, all online marketing initiatives have a captive audience.
Simultaneously, due to the onslaught of internet traffic, the scroll effect is on full blast, meaning that once an ad is on a digital platform such as social media, the odds are high that a good number of targets will miss the ad.  Therefore, marketers would need to consider spending more dollars to ensure that those targets see the ad.
  And here's the slam dunk. When a marketer opts to lead with direct mail marketing, you can push folks to a digital destination.  The lift is exponential in that direct mail recipients will see and read the direct mail piece and then follow the call-to-action link to the digital channel, thus increasing both engagement and response rates.

Print and Digital Solutions

Interestingly, a print and digital marketing strategy will allow for new solutions that support both mediums working hand-in-hand.

For example, a major health care provider or insurance company has to manage data from various entities and states every month.  A commercial print provider can allow automatic transfer of information to a customized data management system.  After cleansing and formatting, the collateral can be digitally printed, allowing for individual customization in terms of name, color, texture, photos, and other creative.  A solutions provider can also provide automatic mail sort and delivery, leading to shorter turnaround times, including

budgeting and other options.

Mixing print and digital is a slam dunk.  However, we also contend that video is another heavy hitter.  YouTube, Vimeo, and other platforms such as Facebook, Instagram, and others have video upload capability.  These platforms allow you to build your brand and invite a following by adding a profile and using the channel to market and advertise the brand.

The YouTube platform is also perfect for industries that need to deliver complex information making it an ideal healthcare marketing tactic.  Lastly, keep in mind that print collateral and social media channels, when used together, can push viewers and direct mail recipients to YouTube as well.  The more eyeballs to view the slam dunk, the better!

The Net-Net

Healthcare is an extremely complex industry that can be confusing to people as plans change, new treatments become available, and new procedures move to the forefront.  Clearly, during a pandemic, the complexity is more significant.

When healthcare providers invest in print and digital, the odds are that those messages will be read, and a response will occur.  Thanks for reading "Healthcare's Print & Digital Slam Dunk!"

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