In March 2009, the Custom Publishing Council (CPC) conducted a telephone survey of 1,000 adult Americans, ages 18 and older, to gauge their feelings on digital media’s increasingly prominent place in our society. In a result that would surprise those trumpeting an imminent digital takeover, only a quarter of those surveyed said they would prefer a world in which newspapers, magazines, and catalogs were available solely in a digital format.

What does all this mean for the present (and future) of healthcare marketing? There will always be a place for print, including custom publications. However, now also is the time to invest in digital media as a way to supplement your custom publication. With a combination of print and digital media helping to expand your facility’s brand, you’ll be able to reach all age demographics, from 20-somethings to Web-surfing seniors.

Profiling the Digital Reader

The first step in formulating your digital marketing strategy is identifying the digital reader. According to an April/May 2008 survey of 33,897 digital readers by Texterity, digital readers are highly engaged and faithful to their digital magazines, with 90 percent reading their issues within a week of receipt and 39 percent devouring the digital content the day it arrives. Sixty-one percent of those surveyed reported reading the last three or four issues of their digital magazines, a readership rate comparable to print readers.

Going Digital

The digital world can be seductive, but remember this: The CPC survey referenced above found that 93 percent of the public is familiar with at least one type of listed custom publication—and more than 7 in 10 take some action as a result of reading a custom magazine or newsletter.

So how do you explore digital options without sacrificing the tried and true medium of print? The American Marketing Association and independent firms Luth Research and MiresBall found that a key component to market success is revitalizing your brand every three to five years. Rather than changing your core brand positioning, utilize digital media as a way to present your message in an innovative way.

BlueCanoe Dynamic Media offers a way for you to keep your brand fresh and relevant without undermining the trust and brand loyalty you’ve worked hard to build. BlueCanoe specializes in fully custom e-publishing products and time-tested, off-the-shelf e-publishing products to help you reach your audience in a cost effective way.

For more information on the value of an integrated publishing program, check out the upcoming issue of CPR or contact BlueCanoe Director Erich Gausch at erich.gausch@bluecanoedynamic.com.