If you are a member of Professional Healthcare Marketers group at LinkedIn, this may seem like déjà vu to you. That is because the other week, a thread developed around a group member’s question about the effectiveness of print vs. e-newsletters for hospitals.
Exciting, dynamic electronic media or boring, static and outdated print media: Which do you think is the more optimal medium for your newsletter?
Although she was primarily interested in finding studies that supported one or the other (none of which seem to exist, by the way), the basic “print vs. electronic” question is still quite valid and compelling.
From my perspective as an online healthcare marketing content specialist that has developed many newsletters over the years (both print and electronic), I have no doubt that electronic newsletters are not only more effective, but also more economical and efficient. Here are several reasons why:
• Less cost: With e-newsletters, there are no fees for printing, postage, etc.
This also translates into being able to publish virtually unlimited “copies,” and thus, an ability to connect with a virtually unlimited number of subscribers at no extra marginal cost.
• Trackable user data: If you use e-newsletter distribution services such as MailChimp and Constant Contact, you can analyze valuable analytics and metrics.
Who read what? Who opened what? Who even received the newsletter? These and many other questions can be asked—and answered—with an e-newsletter.
• Viral sharing and networking building: Your subscribers can more easily share the content with others—including non-subscribers. Not only does this potentially expand the scope of your content, but it can also result in additional subscribers…that can translate into additional customers!
• Multimedia and interactivity: Unlike print, an online newsletter enables you to include video, links to online and real-time polls, your blog, etc.
• Reduced barriers/steps for online calls to action: Website and e-mail calls-to-action can be immediately clicked, rather than hoping that a print newsletter subscriber has immediate access to a comuter or will remember to go online later.
• SEO: If the newsletter’s content is meant for public consumption, publishing that content online can mean additional organic traffic to your Website.
• Reduced decay: A print newsletter’s information has a limited lifespan. After it is read (which, as mentioned, you’ll never know for certain), the document is discarded, ignored, thrown away, etc.
An online newsletter, however, can extend its life—and value—by being electronically archived, indexed and searched.
What do you think? Are there compelling arguments in defense of print…or perhaps a combination of print and electronic newsletters? What other reasons support e-newsletters over print?
Derek Rudnak | Communications Specialist | AVID Design
AVID Design can design your hospital’s e-newsletter and integrate it into your overall online healthcare marketing strategy. Contact us today to learn more.
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on Monday, March 8th, 2010 at 10:59 am and is filed under Analytics and Metrics, Marketing, Web 2.0.
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If you produce a print newsletter that’s actually informational, fun and interesting, not only does it get read – it will be passed on to others. But here’s the kicker: If it’s boring, it gets booted.