The perfect time for print: When to use direct mail marketing
Direct mail is effective, but how do you know when to include print in your marketing matrix?
Although it may seem a little old-fashioned, direct mail can still play a vital role in integrated healthcare communications. And what’s more, it works. The Direct Marketing Association (DMA) found that print marketing has an average return on investment of 29%. Used at the right time, direct mail helps a healthcare provider stand out from the crowd.
But when is the perfect time for print? Here are some tips on when to include direct mail in your marketing matrix.
When you need to target a specific group
With direct mail, you can reach specific patient groups where they live. Do you need to contact people with a particular diagnosis? Do you want to enroll older adults in a new health plan? Are you trying to reach new community members? Custom mailing lists can help. Use them to offer highly customized information—for example, health advice based on medical conditions or encouragement to schedule appointments.
When timing is important
Has a new doctor joined your clinic? Are you about to open new facilities? Direct mail is a great way to let people know about changes to healthcare in their community. Something as small as a print postcard can be remarkably effective: it offers timely, relevant information and gets your name in front of healthcare consumers. Build in calls to action and track the results using landing page analytics or trackable phone numbers.
When building your brand
More substantial print marketing has its place too. If you want to build a stronger connection with your community, high quality direct mail such as magazines or brochures may be worth a look. Include relevant, but broad, content and testimonials from existing patients. These are a great way to build credibility in your community.
When you need a response
According to the DMA, direct mail response rates are more than eight times higher than email response rates. So if you need patients to get back to you, then include print in your campaign. This applies to marketing new services and also to public health issues. During the COVID-19 pandemic, for example, direct mail has been useful in getting older healthcare consumers signed up for vaccinations.
When creating an integrated marketing campaign
Often, digital and print can seem like two very different animals. But direct mail should be built into any fully integrated campaign. Given the need to reach patients where they are and the effectiveness of print, be sure to include direct mail in your next big marketing push. It maximizes your reach, meets the less tech-savvy consumer where they are, and helps keep healthcare consumers healthier and happier for longer.
Whether you are a current Coffey client or not, our team can help you take on your day-to-day communications challenges. If you’d like to find out more about our print and digital content services or custom digital tools, such as our vaccine schedule calendar, call 888.805.9101 or email us—we’re here to help.
