7 reasons custom publishing delivers
the highest ROI
Your healthcare marketing budget is stretched thinner than ever around a continually expanding media mix. But year after year, your custom publication delivers greater impact and provides a better return on investment than ad placements in traditional media. Scroll over each reason to find out why:
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- 88% prefer a custom publication as their source of information over an advertisement.
- 50% of all Americans see value in the service provided by custom publishing.
- 48% appreciate companies that provide custom publishing as a service to them.
- 57% report saving custom publications to refer to later.
- 47% say they read custom publications cover to cover.
According to a Roper Public Affairs study conducted in 2005.
- 92% of marketing directors feel that custom publications are very or fairly effective at relationship building.
- 88% indicate it is very or fairly effective at generating loyalty.
- 83% indicate it is very or fairly effective at client retention.
According to a survey by Custom Publishing Council (CPC) and the Association of Publishing Agencies (APA).
Nearly 91% of hospitals use a community newsletter, which can be a hospital's single most effective marketing tool, dollar for dollar. Each issue can feature a broad range of topics, from health and wellness and physician promotions to service line updates, class listings and special events.
Print and e-publications generate high pass-along readership and build loyalty. Surveys show that up to 57% of respondents said their choice of provider was influenced by the endorsement of a friend.
Studies show that, when educational materials are used in patient consulations, patients report feeling better informed, resulting in a reduction of follow-up calls and readmissions.
Hospitals are increasingly image-conscious: Eight out of 10 hospitals have conducted awareness and/or image studies in the past five years; 98% conduct ongoing patient satisfaction studies.*
Publications can be designed to both enhance a desired image and measure the reader's perception through devices and tracking technologies.
Combining an e-mail newsletter with a printed newsletter can lift response rates by as much as 15%.
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