Direct mail initiatives are a great way to reach consumers where businesses and firms know they will be: their homes. The medium provides recipients with a tangible reminder of an organization’s services, forcing them to take a double look at the material before doing anything with it, such as filing it or tossing it out.
One sector that has benefited markedly from increased advertising is healthcare. More and more physicians and the practices and firms that employ them are increasing the amount of marketing for each individual.
Take St. Anthony’s Medical Center in St. Louis, for example. According to HealthLeaders magazine, the health center has seen its greatest success with traditional marketing tools such as direct mail, sending pieces to targeted consumers within a five-mile radius.
Louisville’s Baptist Hospital East employs a similar strategy, mailing postcard announcements and putting up billboards to connect with patients.
Direct mail can do more than just bring in new patients, however. The website Fierce Healthcare writes that “accountable care” will require constant communications outreach, specifically through a multi-channel initiative that includes direct mail, social media and email.
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