How often do you scroll through your preferred social media feed? Check your email? Tune into a webinar? With the rise of new digital tactics influencing consumer behaviors every day, it’s easy to fall into the fallacy that print marketing is dead.
No one can doubt the importance of digital marketing channels like your website, search engines, social media, and more. While digital marketing plays a crucial role in your overall sales growth strategy, you can still keep traditional tactics in your back pocket to meet your end objectives.
However, print marketing isn’t a substitute for digital marketing, but rather a strategic partner that compliments your brand and helps you deliver personalized experiences. 7 out of 10 people find print advertising more personal than online ads.
Let’s take a look at how you can integrate your digital and print marketing for healthcare initiatives to drive long-term revenue and customer loyalty.
Why Should Medical Suppliers Invest in Print Marketing for Healthcare?
You might think print marketing for healthcare is outdated and lacks innovation. However, by marrying digital and traditional tactics, you can develop a robust strategy that meets your customers at every stage of their customer journey.
Here are a few reasons to consider utilizing print marketing in collaboration with your digital campaigns:
- Touch: With so much digital noise out there, print marketing thrives on touch and taps into your customer’s haptic memory to build an emotional connection with your brand.
- Engagement: 78% of executives agree that an integrated digital and print marketing approach drives the most results and a higher engagement rate with customers.
- Personalization: You’re able to develop personalized print campaigns based on demographics, location, interests, past purchases, and more, which is instrumental in connecting with physician offices across the country and distributor reps.
- Trust: In the digital age, 63% of consumers trust and read print ads more than digital campaigns.
What’s the biggest benefit of print marketing for healthcare? You don’t have to choose print over digital. By developing a consistent experience across each channel, you can pair print with your digital marketing strategy to drive results that engage and convert your customers.
3 Ways Print Marketing for Healthcare Supports Your Digital Campaigns
To reach your target audience, you need to develop a powerful combined digital and print marketing healthcare strategy. Here are a few ways both channels work together:
1.Drives Website Traffic
Direct mail postcards and published print advertising is a great way to drive traffic back to your website. Whether you’re targeting specific leads or a larger industry audience, you can send hyper-personalized content directly to their mailboxes that target their pain-points and persuade them to learn more.
For example, postcards act as mini product catalogs that give your customers a snapshot into your full offering. Consider adding a quick response (QR) code and personalized URLs (PURLs) to track who is going back to your website so you can deliver a personalized experience and better report on your return on investment (ROI).
2.Increases Newsletter Signups
Email marketing provides you the opportunity to send personalized, frequent messages to contacts who are interested in your products. Email marketing provides an average return rate of $42. It’s a great way to showcase your brand, educate customers on product tips, and highlight upcoming events.
However, it can be difficult to grow a qualified email subscriber list. By utilizing table tents or direct mail postcards, you can consistently promote your newsletter’s benefits and encourage recipients to subscribe. You can also employ your print and email marketing initiatives in your workflow automation to provide touchpoints throughout the customer’s journey.
3.Boosts Social Media Following
Have you considered sending a print newsletter or sponsoring content in a print ad? Both are great ways to reach your target audience on a more personal level to establish credibility or flagship product updates. These print marketing initiatives are also a gateway to building your social media following.
Since your print marketing already demonstrates your expertise, you can utilize it as a platform to encourage recipients to follow your social media accounts for even more information. Tease out more incentives, product education, and more to work on growing your online presence.
Combine Print and Digital Marketing to Target Your Ideal Customer
While you might believe “print is dead,” that sentiment couldn’t be farther from the truth as more consumers are starting to tune out digital noise. It’s essential to mix both digital and traditional tactics to engage with your target audience and create a powerful marketing strategy for your medical products. Instead of siloing your strategy, you’ll be able to meet your customer at every point in their journey to boost your bottom line.
Ready to increase your marketing share? Contact Share Moving Media to grow your business through content marketing.