Why Your Marketing Strategy Should Include Direct Mail
As healthcare marketers, we’re often faced with the dilemma of deciding which medium to use for our efforts.
A lot of companies opt for digital communications – pay per click, social media, email and the like. While there’s nothing wrong with choosing these tried-and-true avenues, your competition is likely doing the same.
Why not adopt an old – and proven — approach? Why not try direct mail? Direct mail can result in significant returns for your facility. Here’s why:
- In many instances, people are looking for a local doctor, dentist or other type of healthcare provider. This is especially true for people new to the area; these individuals would like someone reputable but also someone convenient. Although a local, targeted email campaign can reach the masses quickly, your message is likelier to get ignored – especially when many people are getting an average of 121 emails per day.
- Although consumption is much lower than it used to be, snail mail is not dead. People are still getting magazines and bills, meaning they are checking their mailboxes. On that same day when they are receiving 121 emails, they may get three pieces of postal mail. Your direct mail piece has a better chance of getting noticed than your email blast.
- Direct mail can quickly tell a story and visually show readers who you are and what your practice is all about. This is very important in the world of healthcare, as choosing healthcare providers is a very personal decision; a prospect is likelier to use your services if they feel comfortable beforehand.
- Direct mail is tangible. Unlike email that usually goes in the “trash bin” or is missed altogether, direct mail is something you can see and touch. This means it has a higher probability of eliciting a response. Also, it has the potential of being seen by other people in the household before being thrown out. In contrast, email is personal and usually only read by the recipient.
While direct mail may not be the best solution for all demographics, a recent survey reveals that young professionals ages 18 to 35 and people 65 and up respond very well to this method of communication. If your target market includes these people, you may want to give direct mail a chance.
For additional information on how to best use direct mail for your healthcare marketing campaign, contact Wax Custom Communications at 305-350-5700 or visit waxcom.com.
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A social media and online marketing specialist, Michael is the social media director for Wax Custom Communications, an award-winning full-service marketing and advertising firm with a big focus on healthcare.
At Wax, Michael manages all aspects of internal social media as well as strategy and implementation for Wax clients.
Michael has a high passion for Web 2.0 and is the social media co-chair ...