We hear it all the time: “Everyone’s online. Shouldn’t our entire marketing budget be digital?” And yes, having a strong digital presence is non-negotiable in today’s home care market. But before you toss your postcards and brochures in the recycling bin, let’s clear something up: print isn’t dead—it’s evolving. And for home care agencies, it still plays an important role in building trust, standing out locally, and leaving a lasting impression.
Why Print Still Pulls Weight in a Digital World
While the internet is often where people begin their search for care, printed materials can do something digital ads can’t: offer a tangible reminder of your services. A brochure on a referral partner’s desk. A rack card in a hospital waiting room. A postcard hanging on the fridge at home. These printed pieces stick around, sometimes for weeks or even months, serving as helpful prompts for families overwhelmed with decisions.
Print also builds credibility. According to a 2023 consumer survey from Two Sides North America, 65% of people say they better understand services through printed materials compared to digital, and 76% trust print ads more than online ads. That’s especially significant in an industry like home care, where trust and understanding are everything.
The Power of Print in Home Care Marketing
So, how can you make print work for your agency? It starts with being strategic:
- Know your audience. Are you creating materials for referral partners, like hospital discharge planners or elder law attorneys? Or are you targeting family caregivers directly? Your messaging and design should reflect who you’re speaking to.
- Stay on brand. Your print materials should mirror your website in look, feel, and tone. Consistent branding helps build recognition and trust.
- Make it actionable. A beautifully designed brochure means nothing if it doesn’t invite the reader to take the next step. Add a QR code that links to your website or contact page. Include a phone number in a prominent place. Let people know exactly what to do next.
When Print and Digital Work Together
One of the most effective ways to use print is as part of an integrated strategy. For example:
- A referral folder handed to a hospital discharge planner might include a one-page overview of your services with a QR code that links to a more detailed digital brochure or testimonial video.
- A postcard campaign could drive traffic to a seasonal landing page that’s been created just for that campaign—making it easy to track ROI.
- Printed newsletters can complement your monthly e-newsletter and reach those who may prefer a traditional format or aren’t online often.
Print Isn’t One-Size-Fits-All—And That’s the Point
Not everyone in your target audience lives online. Some family caregivers still prefer information they can hold in their hands. Some referral partners appreciate a printed handout to keep on file. Some older adults want to share your flyer with their adult children. Print fills in the gaps where digital may fall short—and for many, it still feels more personal and permanent.
We Make Print Work Harder (and Smarter)
At corecubed, we know that successful home care marketing isn’t about choosing between print and digital; it’s about using both in the right ways. One of the easiest and most cost-effective ways to do that is through our MOST membership program. Choose monthly from our vast library of award-winning materials, both digital and print, and we’ll take care of custom-branding them for you and ensuring you always have helpful, professionally written and designed resources at your fingertips.
A simple call to us at 800.370.6580 is all it takes to get started! We’re here to help whenever you’re ready.