Direct mail, elevator wraps and posters do more than educate patients; high-quality printed materials can also help healthcare organizations build patient relationships and boost brand loyalty.
“When incorporated into an integrated marketing strategy, print communications can become a powerful differentiator in helping healthcare organizations stand out from the sea of emails and digital ads to reach and engage their customers in ways never seen before,” said Kevin Kaiser, national account manager for FedEx Office.
Consider it the healing power of print.
Print can enhance patient communication
Healthcare organizations want to expand communication beyond the exam room. Offering patients printed materials that include diagrams, charts, infographics and written instructions to supplement oral instructions from healthcare providers can make information more accessible.
Not only are printed materials valuable references that can be revisited, reinforced and shared, print may also positively affect patient health. Research found that 55.2% of patients read printed materials in waiting rooms at health clinics and that 77.2% of those who read the materials applied the information to improve their health.
While there has been rapid adoption of digital channels, leading consumers to expect improved user experiences and better offerings, print remains an important part of an omnichannel experience. Kaiser noted that “the digital-only approach can fail to make a meaningful impact.”
For patient communication, print marketing can be integrated with digital approaches, allowing healthcare organizations to heighten awareness and prioritize targeted patient communications that deliver results. Print media generates a 20% higher response rate and 77% higher recall than that of digital.
“The two approaches work so well together,” Kaiser said. “Relying on one or the other risks missing opportunities to leverage their physical and digital presence.”
A FedEx Office account manager can provide insight into the best products for healthcare organizations to capture attention and reinforce their reputation with patients. Kaiser called it “a cost-effective way to get the message out [and] target your desired audience with custom messaging.”
Print transcends hospital walls
The increase of telehealth and at-home healthcare services and an emphasis on providing a hyper-personalized patient experience has challenged healthcare organizations to rethink their approach to connecting with patients.
Besides the printed collateral used throughout hospitals and clinics, organizations have turned to creative strategies to raise brand awareness and foster patient relationships outside traditional healthcare settings. Kaiser pointed to vehicle wraps and tents, tablecloths, retractable banners and other signage used at community events as examples of expanding the brand beyond hospital walls.
“Print transcends the hospital,” he said.
Strategic direct-mail campaigns are also effective for reinforcing digital messages and reaching patients in their homes. In fact, direct mail is one of the most effective communication channels, with 44% of consumers expressing a preference for direct mail and 72% reading the printed mailing on the same day it’s received.
Leveraging printed materials outside of a hospital setting may be especially effective for reaching underserved populations.
“Given tech inequities and social determinants of health, direct mail and other tangible printed materials can be incredibly important,” Kaiser said. “Print materials can reach people where they gather, especially at churches, healthcare facilities and within the community at large.”
Print can help improve patient satisfaction
Patients who receive printed materials can share information to better compare and discuss options, which can lead to improved patient knowledge and satisfaction.
Patients who reported communication with their providers as being of high quality were more likely to maintain treatment plans, achieved better health outcomes and reported higher levels of satisfaction. Not only are satisfied patients 28% less likely to switch providers, their positive experiences can help healthcare organizations enhance their brand.
“If your patients are satisfied, they will leave positive reviews, give high ratings and generate more referrals for your facility,” Kaiser said. “This will enhance your reputation and attract more potential customers.”
Book a consultation with FedEx Office to learn more about corporate printing solutions that can enhance patient communication, transcend hospital walls, and boost brand recognition and consumer loyalty.
Emily Olsen 
Ricky Zipp 
Susanna Vogel