Direct Mail Magazine Helps Hospital Connect With Community
To build trust in your healthcare system, and maybe achieve some other goals, using mail to deliver a healthy amount of content is a good way to start.
Mailer Name: Houston Methodist
Date Mailed: September 2015
The Fall 2015 edition of “Leading Medicine,” this hospital’s community magazine, is only eight pages long. But it includes a wide variety of content that both provides valuable, actionable information, as well as builds the hospital’s brand in the community.
The two-page cover story, “Be a Wise Guy,” is targeted at men, an audience that according to many studies, is more reluctant to engage in preventative care or deal with health problems early. It describes how certain commonly ignored symptoms could indicate serious issues. A Houston Methodist doctor is quoted, and a call-to-action directs patients to the hospital’s website and phone number.
Other articles in the magazine cover topics like cardiology, lung cancer, sports medicine, and spinal issues. In each case, the expertise of one of the hospital’s medical staff is called upon.
An insert gives the reader a chance to win a Kindle, or another prize, by completing a survey and returning it via mail. The questions center on the content in the magazine, health issues, and other topics that are vital in helping to shape the direction of the publication.
Content – whether provided by print or digital or both — must be relevant to a community in an increasingly competitive market.