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Print and direct mailHealthcare marketing strategy1 min read How to launch an integrated healthcare marketing campaign

Take a multichannel approach to your next healthcare marketing campaign. Plus, check out some statistics about the power of direct mail marketing.

January 27, 2020Stephanie Hartwig, Director of Marketing CommunicationsLisa Ladd, Senior Staff Writer

You have a big marketing campaign coming up. And you want to maximize your response rates. How do you do it?

Try blending your direct mail and digital communications. This happy marriage of marketing techniques reaches people where it matters most—their home. Let's take a closer look at why this integrated strategy works so well with healthcare consumers.

Direct mail gets responses

You might think direct mail, such as postcards and magazines, is unpopular with consumers. But research shows that's hardly the case. Here's what marketing experts say about the effects of direct mail:

  • After a data analysis, the Direct Marketing Association (DMA) found that the average household response rate to direct mail is 5.1%, compared to email at .6%.
  • Overall, the DMA found that the median ROI is 29%.
  • According to the U.S. Postal Service, 60% of catalog recipients go to the website of the brand that mailed it to them.

Tying in digital strategies

Sending your recipients a postcard or mailer that promotes your services is great, but it's best to give them a next step. That's where your digital strategy comes in.

Include trackable phone numbers or links to landing pages that encourage sign-ups for classes or online appointment scheduling. If your URL is unique to the direct mail campaign, you can track how many people visited the page and converted. This way you can gauge the effectiveness of your campaign.

Best practices for direct mail design

Here are a few basic rules for your mailers:

Keep the text short and snappy. Make your message easy to understand. You need to hold the reader's attention, which means less text is best.

Choose images that pop. You want your mailer to stand out. Choose a photo or design your recipients won't gloss over.

Use a clear call to action (CTA). Figure out what next step you want your readers to take when they're done reading your mailer. Make sure the CTA is easy to find and stated clearly on the card. Are you planning to direct them toward an awesome landing page? Follow these tips.

Launch an integrated campaign

Planning your campaign is one thing, but writing the content, creating the landing page and printing the mailers is another. We can help with all of that. Call 888.805.9101 or email to learn more about our print and digital services.

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