Nationally recognized health system Broward Health has added a new page to its marketing plan—to include a digital edition of its print magazine, Broward Healthy Now.
Broward Health—providing world-class health care in South Florida for more than 80 years—began partnering with Krames in 2019 to create and distribute Broward Healthy Now magazine to 50,000 homes quarterly.
Krames provides approximately 80% of the content, including custom articles featuring Broward Health physicians, patients, and service lines. The publication drives current and new patients to schedule appointments with Broward’s 1,800-plus nationally recognized physicians at more than 30 locations and offices.
Reaching even more readers on digital devices
Recognizing that readers spend more time than ever on their smart devices, Broward and Krames also created a digital edition of Broward Healthy Now. The digital and print versions are published simultaneously, with both complementing one another, sharing multiformat content, and expanding Broward’s reach. In addition, the digital version lets readers easily share credible health content—more important than ever as COVID-19-related misinformation abounds.
Broward promotes the digital magazine through their social media channels like Facebook and Twitter and e-newsletters that highlight magazine content. These tactics boost Broward Healthy Now visibility by driving consumers to the full digital version of the magazine, posted on the Broward Health website. As South Floridians engage with credible, COVID-19-inspired content like Manage Your Health Risks During the Pandemic (fall 2020) and Our Healthcare Heroes (summer 2020), they’ve come to count on Broward Health as their trusted health resource.
Broward Healthy Now not only attracts the attention of readers but of creative organizations, too. It’s been recognized as a 2021 platinum and gold Hermes Creative Awards winner from one of the world’s largest creative competitions for best-in-class marketing and communications.
Delivering actionable data
Custom URLs created for the print publication promoting service lines like bariatrics and consumer content on trending health topics like managing diabetes are also included in the digital version for tracking purposes.
Robust data-gathering capabilities—including real-time engagement reporting, trackable links, the ability to embed website links to further educate readers, and buttons to share content on social media sites—help deliver data on patient engagement. Broward uses this data to better tailor content to readers’ health needs and interests.
Realizing healthy results
In just one year (2019 to 2020), Broward Healthy Now digital magazine has delivered impressive gains, including:
- 57% increase in page views—active users viewing pages
- 55% increase in daily unique visits—readers who haven’t previously visited the digital magazine who now access it
- 169% increase in total issue visits from residents of Fort Lauderdale—key as it’s home to Broward’s flagship medical center featuring 716 beds and more than 800 physicians
- 12% increase in e-newsletter open rates—from 19% to 31%—in an audience that has grown from 30,000 to 48,000
Engaging and encouraging patients to come to you for care
When South Floridians access Broward Healthy Now content through the print or digital experience, they’re quickly connected with health care resources within their local communities. In turn, they’re driven directly to Broward Health providers and care services to easily schedule appointments.
From driving web traffic to increasing brand preference to improving health in the communities you serve, let Krames help you develop a comprehensive suite of digital and print-based content resources to reach your goals.