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As more campaigns and marketing efforts move online, interactive digital publications are a great way to bridge the gap between print and web marketing. These rich media documents deepen engagement and both track and improve reader experiences.
What is a Digital Publication?
With the latest technology from Adobe CS6, the Digital Publishing Suite transforms traditional print documents, such as annual reports, newsletters, books, magazines and brochures into interactive experiences on tablets and smartphones. Digital publishing works through mobile device applications, which users can download from the App Store and access at any time.
Advantages for your hospital
Digital publishing gives you the opportunity to add interactive elements to a traditionally static document. Engage your patients by adding response-enabled videos, links, animation and interactive navigation.
- Deepens engagement, drives contact, acts on insight: This alternative publication appeals to visual/audible learners or those daunted by text-heavy brochures or newsletters.
- Reader control: The reader can control his level of engagement by navigating through and clicking on the elements that appeal to him.
- Additional content: Hidden content, videos or audio snippets and photo galleries enable access to additional content right within the same publication frame.
- Connects your offline/online campaigns and resources: Get more ROI by uniting your offline/online campaigns.
- Utilize links: Take advantage of the ability to link your articles directly to your hospital’s website, online physician finder, events calendar, etc.
- Drive traffic: Drive traffic to your website while maintaining the aesthetics of your print campaigns.
- Accessible for broader audiences: Instead of printing a limited number of copies of your newsletter or report, your digital publication is available through an app to all your patients, staff and community members with a mobile device.
- Measurable bottom-line impact: These digital publications are much more cost effective and environmentally friendly. There are no print costs, and electronic distribution can be just about limitless for very little money.
- Track & improve reader experience: The real draw to digital publishing is the ability to track reader statistics just like a website.
- Easily measure how many people have downloaded/launched your app (thus accessing your digital publication) and what parts of it they interacted with. Your return on investment is there in black and white.
- Track standard publications — now even standard brochures, when translated to a digital publication, can reap valuable marketing data for faster, smarter action in the future.
Understanding interactive elements
- Navigation: For multi-page documents, add a table of contents on every page that displays when the reader clicks a menu button. You can link each menu item to a specific page, making it easy and efficient for patients to navigate through the content.
- Social media links: Link to your hospital’s Facebook, Twitter and YouTube pages. When the reader clicks the icon in your digital publication, the link will open right within the application.
- Videos: Embed relevant videos — doctor interviews, patient testimonials, tours of the new hospital wing or explanations of procedures — to supplement an article.
- Maps: Include a locator map or diagram of your hospital. When readers click on the map or diagram, make additional information appear.
- Hidden content: You can hide additional content, available to the reader when he clicks a button or pulls a side tab. Unlike a print piece that is confined to a finite space, your digital publication can display unlimited additional content without cluttering the document.
Successful Examples: Try them on your iPad, smartphone or tablet!
