If you have an iPad, you've probably used it to skim through a few magazines. But would you use it to read one from a hospital?
Inova Health System is now giving you that option. Created this year, its free iPad app has already netted 1,000 downloads.
The hospital's print distributor created a free platform for the hospital's communications team for the app. In the future, the hospital plans to move
all of its magazines to tablet versions.
"The magazine showcases all the things we've done for the community and our nationwide reputation," says Chris Boyer, director of digital
communications and marketing for Inova Health System. "We take all the same content from our print magazine, but also make the app an interactive
experience by adding videos and graphics."
Print vs. online
After downloading the app, users are sent to a form where they can opt in to receive the hospital's newsletters. In addition, the app highlights
information about heart health, wellness programs, and ED wait times.
The app is just like the magazine, with the same stories.
However, Web links, videos, pictures, and PDFs are inserted into the app version of the magazine. Boyer says the app benefits readers.
"The iPad app has more multimedia functions," Boyer says. "You can email people relevant links from the app. Plus, in D.C., there's a lot of commuter
traffic, and a lot of people use mobile devices. This is an easy way for them to consume content. The electronic version is always available to them."
When the print magazine launched in March of 2011, Inova sent it to 250,000 people, publishing three times a year. Over the years, print circulation
has dropped to 100,000.
Boyer says the app isn't intended to replace the print version—not in the near future, anyway.
"Print is important for us to have, but as with most print media, we are noticing our readers are dwindling," Boyer says. "We'll be migrating away from
print eventually, and having the app helps bridge the gap to continue to reach our readers."
Promoting the app
The app is promoted in the hospital's print magazine and on its website and Facebook page.
"Initially, we focused on organic promotion," Boyer says. "Our web analytics tracked a high number of visits to our website and social media through
the iPhone and iPad. It made sense to promote the app online."
Boyer says the app has helped expand Inova's reach. Now you don't have to be on the hospital's mailing list to receive the magazine.
"We've had downloads from across the country," Boyer says. "It's a more effective way to reach people who aren't consuming our products. And it has the
air of, 'Oh, they are doing an app'—it makes our branding more modern."