If you’ve been working in the healthcare marketing field for long, you probably already know some of the tips and tricks for creating an amazing publication. But what about the publication’s younger, flashier cousin – the e-publication? E-publications exist in a completely different space from traditional, printed publications, and that means you need to play by a whole new set of rules.
Here are some suggestions to get you started down the path to e-publication success:
Prioritize your subject line.
It’s not uncommon for marketers to treat their subject lines as an afterthought – hurriedly tacking on a bland, boring phrase that they subsequently reuse for each and every issue. However, a fresh, compelling subject line is vital in getting readers to click on your e-publication, so it’s worth your time to do it right. Instead of going for something like “Fall 2019 E-Publication,” consider a more interesting option. Based on the content, you might try “5 Need-to-Know Ways to Boost Heart Health” or “The Secret to Falling in Love With Fitness.” Make it short – but make it captivating, too.
Practice digital-friendly brand consistency.
One glance at your e-publication should immediately bring your healthcare organization to the top of readers’ minds. This is achieved by using the same fonts, design elements, color palette and style that you use in your other marketing pieces. Remember, though, that translating graphic design elements from print to a digital format may require the expertise of a professional – one who can marry your existing brand standards with the clean, uncluttered look generally recommended for digital pieces. And don’t forget that brand consistency goes beyond just visual cues. The tone of your content should also align with your brand, but be sure to keep the content short and snappy to adhere to digital best practices.
Include links and calls to action.
One of the primary differences between publications and e-publications is that publications serve as a single, complete entity – whereas e-publications have the benefit of being able to link to additional content found online. Use this fact to your advantage, and instead of cluttering your e-publication with lengthy articles, include a handful of brief article snippets that link to full articles found elsewhere. (It would be wise to focus especially on driving traffic to your own healthcare organization’s website.) Also, take advantage of forwarding capabilities. Include a note in your e-publication that encourages readers to forward the piece to friends and family members who may find it beneficial. This will spread the word about your healthcare organization and help you connect with a greater number of potential patients.
One last piece of advice when it comes to e-publications? Partner with image.works! Our team of graphic designers, copywriters and account executives will work with you to create an e-publication you’ll be proud to call your own. Dial 800.777.1663 to learn more about our e-publication capabilities today.