Direct Mail Marketing for Physicians in the Digital Age

by | Jul 18, 2013 | Physician Marketing

Direct mail marketing still works for physicians, as long as the campaign is informative, highly targeted and designed for the digital age.

Email and direct mail cam­paigns are both use­ful assets in the health­care marketer’s tool­box when attempt­ing physi­cian mar­ket­ing out­reach; how­ev­er, direct mail mar­ket­ing for physi­cians in the dig­i­tal age involves very dif­fer­ent return-on-invest­ment (ROI) metrics.

While email cam­paigns require lit­tle expense beyond the cost of the mail­ing list, deploy­ing them doesn’t mean their recip­i­ents will open, let alone respond to, them. Direct-mail mar­ket­ing entails print­ing and mail­ing costs that can vary based on scope. In most cas­es, though, using this vehi­cle to deliv­er your mes­sage vir­tu­al­ly guar­an­tees con­tact with your tar­get audience.

Accord­ing to the results of a 2012 Direct Mar­ket­ing Asso­ci­a­tion sur­vey, direct mail elic­its a 4.4% con­sumer response rate, com­pared with a 0.12% response rate for email. So despite high­er costs than email, stud­ies show direct mail is more effective—and poten­tial­ly more prof­itable when think­ing about physi­cian marketing.

How can you derive the most ben­e­fit from a direct mail cam­paign? Craft­ing your strat­e­gy, know­ing your audi­ence, select­ing the prop­er mes­sage, and being creative—among oth­er best practices—contribute to cam­paign success.

Direct Mail Marketing for Physicians in the Digital Age

To get the most from your direct mail invest­ment, keep these ideas in mind:

  • Know thy­self! Pin­point areas in which your prac­tice lacks patient vol­ume and deter­mine the poten­tial for growth. Cre­ate strate­gic goals based on your practice’s weak­ness­es and strengths.
  • Seek out resources. Read up on dig­i­tal direct mail exam­ples, types of direct mail and dig­i­tal mar­ket­ing, and oth­er resources for direct mail. These ref­er­ences will help inform your own strategies.
  • Research, research, research. What seg­ments of the pop­u­la­tion that aren’t uti­liz­ing a par­tic­u­lar ser­vice are most like­ly to (1) have the need and/or the desire for it and (2) be most like­ly to obtain it? What type of patient does med­ical staff find most advantageous—both finan­cial­ly and per­son­al­ly? These types of ques­tions will help you focus the scope of your cam­paign and achieve a greater ROI.
  • What’s your sto­ry, Morn­ing Glo­ry? Direct mail should be used as a form of intro­duc­tion between a health sys­tem and its physi­cians with new patients. This can be done with a call to action to alert poten­tial patients to a sem­i­nar, new ser­vice, screen­ing or promotion.”
  • “Gogh” the extra mile. To put it sim­ply, make it pret­ty. If your direct mail piece lacks visu­al appeal, it’s like­ly head­ed straight from mail­box to trash can. Engage the recip­i­ent by serv­ing your mes­sage on an attrac­tive platter.

Learn More!

Read the full Amer­i­can Med­ical News arti­cle for more insight­ful tips.

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