ResearchResults

  Report for Hospitals and Health Systems

The First Marketing Newsletter Readership Study is designed to evaluate recall, readership, reader behavior, topic preferences, attribute ratings and demographics for our clients. Perhaps most importantly, our health care clients also seek to measure the effectiveness of their newsletters in

  • Building image within the community and awareness of their scope of services.
  • Motivating readers to make fitness and prevention personal priorities.
  • The results included in this market report clearly demonstrate the power of professionally produced, custom newsletters to achieve the specific objectives of health care companies. Highlights include:
  • 73% of respondents recall seeing the newsletter, and among those respondents, 72% report reading every or almost every issue.
  • 36% of readers report that they took action regarding their health as a result of something they read.
  • 14% of readers report they took advantage of classes, events or services featured in the newsletter.

These highlights reflect just a few of the ways a First Marketing newsletter can support your goals, as part of an integrated communications program. For a full report, including statistics on topic preferences, attribute ratings and demographics, please contact us and mention the market you are interested in.

Recall
Yes
73%
No
26%
Recall Chart
No
Answer
1%
Community members show a high degree of interest in newsletters sent to them by local hospitals and health systems. 73% of respondents recall seeing an issue of the newsletter. This compares to a 68% recall rate for all First Marketing newsletters surveyed.

Every or
Almost Every Issue
72%
1 in 3 or 4
12%
Scope of Readership Chart
No
Answer
1%
None
2%
Very Few
13%
Among readers who recall seeing a newsletter, 72% report that they read every or almost every issue. Only 15% report that they read very few or none of the issues.

Depth of Readership
All or Some
Articles
80%
Parts
18%
No
Answer
2%
The range of topics and editorial approach featured in hospital and health system newsletters also deliver a high level of readership. 80% of readers who recall the newsletter produced by First Marketing say they read all or some of the articles in each issue.

Reader Behavior
Reader Behavior Chart
  38%
Kept an
Article
50%
Saved for
Another
33%
Passed Along
an Issue
 
Readers are very likely to retain or pass along the newsletter to a friend, family member or coworker. More than one in three readers report that they kept an article for future reference or saved an article for someone else. Plus, 33% report that they passed along an entire issue to someone else.

Response
Yes
14%
No
73%
Response Chart
No
Answer
8%
Not
Sure
5%
14% of readers report that they took advantage of classes, events or services offered by the sponsor as a result of reading the newsletter.

Action
Yes
36%
No
43%
Action Chart
No
Answer
1%
Not Sure
20%
The most significant question regarding the effectiveness of a health care newsletter is whether it motivates readers to make healthy choices. More than one-third indicate that something in the newsletter prompted them to take action regarding their health.

Survey Instrument

The survey instrument is self-administered and consists of standard and custom questions and scales. Responses are tabulated along two axes: marginal counts and cross-tabulations. All closed-ended questions are analyzed by number of responses and percent of responses.

The statistics on these pages represent a sample of 758 respondents from the health care industry. A sample of this size carries with it a confidence interval between 2.1% and 3.5% (see chart below).

Margin of Error

Standard error is a statistical term that describes the likelihood of achieving the same result in a similar study. At the 95% confidence level, we are assured that if we were to do this test n times, the same result + or - the appropriate confidence interval would occur 95 out of 100 times.

Data Split Cell Size
500 600 700 800 900

10%-90%
20%-80%
30%-70%
40%-60%
50%-50%

2.6
3.5
4.0
4.3
4.4

2.4
3.2
3.7
3.9
4.0

2.2
3.0
3.4
3.6
3.7

2.1
2.8
3.2
3.4
3.5

2.0
2.6
3.0
3.2
3.3

 
ResearchResults
 
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