Hospital’s Magazine Moves the Needle; Does Yours?

Peter Hochstein

Who says print is dead? That’s far from the case in the health care field, where “publishing magazines is starting to seem as commonplace in many hospitals as taking patients’ temperatures. Well, almost,” says veteran copywriter and SHCM contributor Peter Hochstein.

“The data collected over the last ten years shows that approximately 60 to 70 percent of all hospitals send out a printed magazine or newsletter to their community,” says Alan Coffey, chief executive officer of Coffey Communications in Walla Walla, Washington, a company that produces magazines for hospitals.

“The number remains relatively high, we believe, because these publications consistently positively impact the community and the organization’s bottom line,” Coffey says.

One of Coffey’s clients is the 101-bed Feather River Hospital in Paradise, California, an Adventist Health facility.

“In 2004, we did our first community perception survey,” says Maureen M. Wisener, the hospital’s assistant vice president, marketing & communications. What it revealed was that “the community didn’t understand who we were as an organization. They didn’t understand the capability that was available right here. They were leaving the community to go elsewhere for the same services we offer because they did not know they were here.”

“Publishing a magazine three times a year was a key part of what helped to change all that,” Hochstein notes.

For all the details, including how advertising and a print magazine can work hand-in-hand to get your message out, read the full article now:

Where Do Hospitals Get Off Publishing Magazines? And What Do Magazines Provide That Traditional Advertising Can’t?

Best regards,
Matt Humphrey
President