Print is not dead according to a national poll conducted by Roper Public Affairs on behalf of the Custom Publishing Council. In fact, despite an increasingly diverse group of media sources, consumers are turning to print custom publications for information. The study reports that 74% of respondents feel that getting information from a company through an interesting collection of articles is more appealing than getting information from an advertisement.

The U.S. Postal Service’s annual survey of attitudes toward direct mail showed that “contrary to the image that direct mail is ‘junk mail’ and is tossed without consideration a majority of respondents (79%) consistently report they visually scan or read the direct mail advertising they receive.”  This survey indicates that print direct mail marketing tools such as postcards and publications are seen as a welcome source of information by consumers. 

Another study, The Social Life of Health Information by the Pew Internet & American Life Project on the way Americans seek health information, shows that the vast majority (86%) of people still ask their doctor for information or assistance in dealing with health and medical issues.  Interestingly, that study found that 61% of adults are the “Stationary Media Majority.”  They have access to online technology and tools but rely more on traditional media for information rather than the “always-connected technologies such as Facebook, YouTube, Twitter, and the like.”  This study also found that the online world is used to supplement other sources of health information with 57% of adults using the internet and 54% using books or other printed reference material.

These studies reveal that print marketing materials continue to play a strong role in influencing consumer behavior.  Whether you're using a printed publication or an online newsletter to communicate with your targets, use these five tips to help strengthen your publication.

1. Have a goal.  Clearly define a list of objectives for your publication, and rank them from most to least important. Objectives may include generating patient volume or revenue, increasing call center volume, building brand awareness, driving event attendance, promoting new physicians, marketing new clinical services or building membership programs.

2. Aim for a target.  Your publication should be a targeted tool that allows you to reach those consumers who are most likely to use, or influence use of, your services. In addition to geographic location, use gender, age, socioeconomic status, demographics and lifestyle factors to clearly define your target.

3. Map out editorial content.  Plan articles that address the needs of your specific target audience and advance your marketing goals. For example, if a goal is to increase screening rates, create a list of specific screening and diagnostic tests that can be promoted through relevant articles. Be sure to consider the audience's needs and lifestyle factors as you plan and develop articles and be sure those are reflected in photographs and illustrations.

4. Stay in tune with your readers' interests and time limitations.  Provide concise, relevant features that motivate, interest and educate. Include many entry points for readers as an invitation to enter the article. Use sidebars, lists, pull-out quotes and subheads, which readers normally look at before committing to the full article. Provide links to your Web site for deeper and related content.

5. Focus on the details.  As part of the planning process, include the return on investment (or return on objectives for non-financial measures) that you will use for the publication. Include calls to action to encourage readers to act, and ensure that they are measurable. Drive readers to your Web site to find health resources, classes or a physician. Make sure your call center staff knows which articles and offers are in the current publication.

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