The anatomy of a major medical magazine. A content-driven campaign gets to the heart of reputation management...and actual care.

Does your printed healthcare publication have multichannel appeal?

If your healthcare organization has an existing newsletter or other print publication, the hard work is already done. But you’re selling this quality content short if it appears in print only.

To get the most out of the publications you produce, repurpose the stories. Turn them into digital content that drives traffic to your website. Once those stories are digital, the same stories can ?be shared with your network via email and social media. When you establish an efficient process that repurposes content in a variety of formats is what makes it, you can take advantage ?of multichannel healthcare marketing - a specialty of me and my team at Werremeyer Creative .

HOW TO ORGANIZE A PRINTED PUBLICATION FOR MULTIPLE PLATFORMS

When developing your multichannel content plan, make sure you include a systematic way to measure and track results. In our experience, a well-laid plan—from content creation to publication to optimization—is critical. It can help extend the life of the printed publication’s content, and ultimately, make less work for health-care marketers.

Werremeyer Creative has helped a wide variety of health and wellness clients make the most of their content.

If your brand doesn’t currently have a print publication (or you’re looking to elevate what you do have), read further and learn more about Curiosus Magazine , and see the potential of world-class print.

SO WHAT HAVE WE LEARNED THAT WE CAN SHARE?

We’ve assembled a quick primer of best practices and helpful “things to remember” to assure your multichannel efforts will have the best chance for success!

1. Develop a blog hub for content on your organization’s website, and use it to host digital articles from your print publication

Blog content is an amazing and simple way to drive traffic to your website and boost your SEO. The more quality content you create the more content search engines have to crawl and index. As a result, search engines will recognize that your site is a consistent resource of quality information that people want and need.

• Add a meta description to the page. These are important because they tell the search engine what the page is about.
• Include links to additional pages on your website or to your other blogs. This creates a path that can keep users on your site.
• Make sure your website is mobile-friendly. The majority of website traffic comes from mobile devices–over 68% and growing.

2. Before posting content, ensure that it has the best opportunity to connect and engage by asking yourself the following:

• Where is your audience spending most of their time: LinkedIn? Facebook? TikTok?
• What is the purpose of your post, and what social media channels are most appropriate for the content in question?
• Is your content more interesting than what your competitors are posting? What makes it unique and valuable?

3. Target readers directly via email, and drive them to your content

People check their emails more often than their favorite social networks. Remember: Not everyone has every social media app, but everyone does have email.

• ?Develop an in-house, segmented email list, or you can purchase a targeted list for new prospects.
• Send readers to a specific page on your site, or develop a landing page that offers substance.
• Include a call to action. By giving visitors a specific action, you can measure how often they accomplish it.
• Once a baseline of data has been established, you can conduct A/B testing to determine the success rate of additional approaches.

Case in point. Curiosus Magazine for Barnes-Jewish Hospital + Washington University Physicians

There is nothing particularly easy or simple about putting together a magazine like Curiosus . The editorial and design teams must make a commitment to trust, accuracy, communication, design quality, audience, mission and scrupulous attention to detail.

Curiosus is a success thanks to the people —all experts in their fields— who make it happen.?

Each year, thousands of medical professionals are asked to vote? in the U.S. News & World Report Best Hospital Rankings. It stands to reason? that in order to be top of some of the most brilliant minds in the U.S., you need an ongoing reputation communications tool to feed those minds with stories of brand excellence. Curiosus magazine is used to help remind key opinion leaders of the brand and excellence.

Curiosus magazine carries its powerful message to decision-making medical professionals around the U.S., and the local community. The magazine’s consumer mail list includes people most likely to find the magazine engaging and to make important health-care decisions.

Each issue of Curiosus is assembled by people who’ve made that commitment. The editor-in-chief, contributing editors and subject-matter experts select and inform stories that are timely. Accomplished writers research and write stories that are informative, accurate and a pleasure to read. Photographers and illustrators amplify each story with strategic images. The magazine’s designers ensure that stories and images, fonts and other design elements work together seamlessly, offering readers a pleasurable and thought-provoking experience.?

You should subscribe to Curiosus Magazine and experience this for yourself.

If you are curious about Curiosus and want to learn more. Send me a note here on LinkedIn, or email me at [email protected] . I'm always happy to help.

- Steve Hartman