Should My Website and Print Publications Be Connected?

Ask The Expert with Jeremy Dietz

For many years, print publications have served as one of a hospital marketer’s best communications tools. Despite the rise of digital media, that hasn’t changed. Print publications are still a highly effective way to deliver information to your entire community on your schedule.

But your print efforts shouldn’t stand on their own.

According to the Pew Internet & American Life Project, more than 80 percent of Americans are online, and 72 percent of those people have looked for health information on the Internet. That represents a large number of people who are looking to make digital connections with their healthcare organization.

You could try to reach these people solely with your website, social me­dia pages, or an e-newsletter. But using a coordinated approach that involves both print and Web will help you maximize the results you get from each.

Here’s a look at some specific ben­efits you can get from connecting your print publication and your web­site, and some tips for doing it suc­cessfully.

Reaching a large audience

Connecting your print publication with your online presence can help you reach a large segment of your community.

Kadlec Regional Medical Center does just that with its Pacesetter e-newsletter. The print version of Pacesetter is distributed by mail to more than 45,000 homes and is the first point of contact with Kadlec for many people in Richland, WA, and the surrounding area.

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