Get Moving: Marketing to New Patients in the Community

by | Apr 4, 2018 | Consumer Engagement

When your hospital or health system wants to reach area newcomers, put these best practices to work when marketing to new patients in the community.

Each year, 14% of Amer­i­cans move—and some of them are mov­ing into your hos­pi­tal or health system’s ser­vice area. What is your mar­ket­ing team doing to make sure that you, rather than your com­peti­tors, are top of mind for those new movers’ health­care needs?

Even in the dig­i­tal age, direct mail might be one of the most effec­tive meth­ods of mar­ket­ing to new patients in the com­mu­ni­ty, also known as new movers.

First-Mover Advantage

Engag­ing new movers ear­ly and plac­ing your health­care brand top of mind—before they inter­act with your competitors—is key to a suc­cess­ful new mover cam­paign. This is espe­cial­ly impor­tant as stud­ies show about 70% of brands that are even­tu­al­ly cho­sen for a pur­chase come from that ini­tial con­sid­er­a­tion set.

“Health­care mar­keters want peo­ple new to the area to become aware of their health­care ser­vices and loca­tions first,” says Nan­cy Frank, direc­tor of client ser­vices at True North Cus­tom. “New mover cam­paigns are an easy and effec­tive way to get in front of an inter­est­ed audi­ence at a time when they’re most like­ly to be mak­ing health­care decisions.”

Beyond the tra­di­tion­al post­card, cre­ative ele­ments can help your campaign’s direct mail piece stand out in a crowd­ed mailbox.

“Some True North clients include a brand­ed and designed mag­net with their new mover mail­er,” Frank says. “This is a great way to extend the life of the cam­paign. After read­ing the mail­er, even if the piece is thrown away, peo­ple are like­ly to put the mag­net on their refrigerator—ensuring your mes­sage makes a last­ing impres­sion.” When mar­ket­ing in the com­mu­ni­ty to the newest res­i­dents, it’s crit­i­cal to effec­tive­ly gain peo­ple’s attention.

For health­care mar­keters with more than 200 new movers each month, Frank rec­om­mends month­ly direct mail. For hos­pi­tal mar­keters with small­er new mover lists, bimonth­ly or quar­ter­ly direct mail pro­vides the oppor­tu­ni­ty to wel­come new peo­ple to the neigh­bor­hood and, per­haps, intro­duce your health­care providers.

“Some True North Cus­tom clients send quar­ter­ly new mover direct mail pieces, Frank says. This fre­quen­cy allows them to update their med­ical group prac­tice infor­ma­tion each quar­ter as well as pro­mote upcom­ing hos­pi­tal events.”

Drilling Down to the Ideal New Mover

“Typ­i­cal­ly, ser­vice area ZIP codes help deter­mine recip­i­ents, but depend­ing on the goals for the client, we can adjust for age, income, home­own­ers, home val­ue and oth­er fac­tors,” Frank says. “Most often, we mail to peo­ple who moved from out­side of the area rather than peo­ple who moved with­in the ser­vice area. Out­siders are less like­ly to be famil­iar with near­by health­care options.”

Depend­ing on the cam­paign’s call to action—a phone num­ber to sched­ule an appoint­ment, for exam­ple, or a URL for a spe­cif­ic practice—hospitals and health sys­tems can use those met­rics along with down­stream ROI to mea­sure the effec­tive­ness of the new mover cam­paign. Remem­ber: These cam­paigns are part of a greater inte­grat­ed con­tent mar­ket­ing strat­e­gy and should involve all lev­els of the inter­est funnel.

“We can pro­vide track­able phone num­bers and URLs as well as mon­i­tor calls or clicks in direct response from the mail­er,” Frank says. “Our clients can use their CRM ven­dors to cross-match patient data with the new mover mail­er to see what encoun­ters have occurred since the mail­ings began. Since encoun­ters are typ­i­cal­ly trig­gered by an event or need, we sug­gest a 12-month new mover cam­paign and mon­i­tor­ing encoun­ters six months past the last mailing.”

Ready to engage your new movers?

Our team of health­care mar­ket­ing experts can help you find, engage and con­nect with new mem­bers of your community.

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