It's no secret that the healthcare industry is constantly evolving.
And with any evolving industry comes an evolved marketing strategy.
This is something we all learned very quickly during the pandemic.
In order to keep up, healthcare marketers need to be on the forefront of new trends and strategies.
Currently, one of the best strategies for healthcare marketers is using direct mail.
The benefits of direct mail for healthcare marketing
Direct mail provides an efficient way to reach patients and potential customers by sending them personalized emails, letters, or postcards. This allows you to create targeted campaigns that are tailored to your target audience’s specific needs and interests.
Precise targeting
Direct mail allows you to target your audience in a very specific way. With data-driven targeting, you can reach exactly who you want, when you want. You can target individuals based on geographic location, age range, and other demographics that reflect your ideal patient or customer population.
High ROI
Contrary to popular belief, direct mail is not an outdated technique.
In fact, it still has one of the highest ROIs in healthcare marketing (~29%) and has proven to be successful time and time again, even in the digital era. With direct mail, you can track responses and measure how effective your campaigns are. This allows you to adjust your campaigns in order to maximize results.
Recent data has shown that post-pandemic, over 1/3 of recipients are spending more time engaging with direct mail. Along with that, nearly 1/2 feel inclined to seek out more information online after receiving a direct mail ad.
Not to mention, the open rates are high with this technique, and there’s no possibility of going to the “spam” folder.
Personalization
Direct mail allows for personalization in a way that other channels don't. You can use data to create tailored, relevant messages that are personalized for each recipient. This allows you to make a more meaningful connection with patients and potential customers, which can ultimately result in better patient relationships and higher conversion rates.
Techniques like variable data printing also allow you to send highly-customized pieces that utilize personalized images and copy for each recipient. You can get very creative with the versatility offered by this strategy.
Cost-effective
Direct mail can be incredibly cost-effective when combined with smart audience segmentation and properly A-B tested. You can also reduce costs by only targeting those who are likely to take action and use creative strategies to make sure your campaigns stand out.
Overall, direct mail is one of the most effective and cost-efficient marketing strategies for marketing your healthcare practice. By taking advantage of its personalization capabilities, precise targeting, and high ROI potential, healthcare marketers can reach their desired audiences successfully and efficiently.
If you're feeling a bit uneasy about your healthcare marketing strategy, you’re not the only one. In fact, our OPTICS Academy is full of like-minded professionals just like you who are looking for guidance & community in the healthcare space.
When you sign up for our January 2023 cohort, you’ll gain access to our step-by-step video training on our proven marketing framework, access to our online community of professionals in your industry who are implementing our framework, and weekly coaching calls to help make sure you’re on the right track. Apply today to start seeing results.