How Healthcare Marketing Benefits From Direct Mail
Direct mail healthcare marketing is far from dead. In fact, since more healthcare marketing companies are realizing the value of offline marketing, the healthcare direct mail sector is flourishing.
Direct mail consistently stands out as a viable option for marketers looking to connect with their audience while maintaining the targeting they have come to expect from their digital channels. Healthcare direct mail is one of the best and most profitable ways to reach potential patients without being too overbearing.
In this article, we will examine the key benefits of a healthcare marketing strategy and why you need one.
Reasons to Consider Healthcare Direct Mail Marketing
Healthcare Direct Mail is Trustworthy
Canada Post data shows that direct mail increases brand recall because it requires 21% less work to process the material. Direct mail is something your audience can actually touch as opposed to viewing through a screen, so it is more likely to stick in their minds.
Consumers trust brands they can recall, and by sending healthcare direct mail, you’re positioning yourself as a trustworthy healthcare marketing company – unlike those that are constantly spamming your inbox folder.
MarketingSherpa reports that 76% of consumers say they place the most trust in direct mail when making a purchasing decision. With direct mail, readers don’t have to be concerned about intruders, hackers, or online information leakage.
Healthcare Direct Mail is Personalized and Targeted
One of the best things about healthcare marketing with direct mail is that you can target exactly who you want in the way you want.
You get more value for your money using direct mail because it concentrates on a smaller group of prospects who are more likely to take you up on your offer. A healthcare marketing strategy allows you to identify your target market and their particular needs. To find your ideal target market, consider the following four areas:
- Demographic: Age, race, ethnicity, gender, etc.
- Behavior: Needs, wants, desires
- Geographic: Area in which your audience lives
- Psychographic: Attitudes, interests, personality, and lifestyle
You can use direct mail to speak to your audience directly, address them by name, and appeal to their interests. This will make them feel special and valued, improving their perception of your company and increasing their likelihood of becoming patients.
Healthcare Marketing Provides the Highest ROI
When it comes to patient acquisition and retention, direct mail has a track record of success. Of all the advertising channels, direct mail actually has one of the best, most consistent ROIs.
According to the Association of National Advertisers, direct mail ranks the highest ROI when sent to prospects at 112% compared to SMS at 102%, followed by email at 93% ROI.
Direct mail has an average response rate between 2.7% to 4.4% compared to 0.62% for a combination of mobile, email, social media, paid search, and display. (Source: Newswire)
Thanks to more advanced technology and direct mail software, healthcare direct mail response rates are growing at a rapid rate.
How to Improve your Direct Mail Healthcare Marketing Response Rates
- Track every step of your campaign
- Know your target market
- Choose the right format, such as postcards, letters, catalogs, etc.
- Get help from a direct marketing company that specializes in direct mail marketing
One of the best investments you can make is hiring a company like Modern Postcard to design and send your healthcare direct mail.
Our team of Direct Mail Specialists will help you develop an effective healthcare marketing strategy and provide the best healthcare market research so you can target the best audience. With the assistance of our design team, you can create a professional design that delivers results as well as measure and improve your ROI.
Regardless of where you are in the process, the Modern Postcard team is here to help you customize your healthcare marketing campaign and handle all the hard work for you.