Why Print Advertising Still Matters (Especially in the Healthcare Business)

It's the internet age. Websites, mobile sites, social media groups - these have become the primary way that companies advertise their businesses. Many businesses think that if they have a nice website and a twitter account, they're all set when it comes to marketing. If you advertise online, there's no need to advertise in print. While online marketing is important and necessary in our current culture, it isn't the only thing that matters.  Online advertising, while necessary, is just not as effective unless supplemented and complimented by physical advertising.

At some point, especially if you're a medical practice, clients will physically walk into your place of business. You should have informative, targeted brochures - attractive, well designed, and specialized brochures give your patients and clients something to browse while they wait for an appointment. It's also a physical objects they can take home, or show to their friends and families.

Most online marketing relies on potential clients and patients coming to you. Especially in medicine, which is so dependent on referrals, the onus is on the patient to find the doctor. Direct mailers are a great way to send information, promotional material, or simply to let current and potential patients know that you care. Remind them of your services. Not only is it rare these days to get physical mail, you can also include coupons and other incentives on the direct mailer itself. Physically redeeming a coupon, or directly receiving a letter from your physician, is a lot more satisfying than clicking on a link or receiving an e-mail.

As surprising as it may seem, people still read physical newspapers and magazines. Classic, targeted print advertising is still an effective way to get your name out there, even if the main purpose of your ad is to direct clients to your website.

Not having any online or social media presence is short sighted. But letting your physical, in-real-life advertising presence slide is equally short sighted. Online advertising has not, and should not, replace traditional print advertising - it should supplement it. 

If you have any additional tips or suggestions, things that worked or didn't work for you, let us know in the comments, or by contacting us on twitter and facebook.