The Healthcare Industry in the United States is estimated at around $2.5 trillion per year, making it one of the biggest in the country. However, for companies within the industry, this creates fierce competition and it is vital for businesses and marketers to find effective and efficient ways to stand out.
In today’s digital age, it is quite easy to rely on online marketing tactics, but the reality is that direct mail marketing is not dead, in fact, it still is one of the most powerful advertising channels that is underutilized and filled with possibilities for the healthcare industry.
In fact, most people consider direct mail more personal, which is especially important in healthcare. Not to mention, many people are becoming overwhelmed by an influx of emails and notifications, and they are more likely to read, absorb, and respond to medical direct mail.
Reasons Why Healthcare Marketing Still Works for Healthcare
The healthcare industry is built on trust. This holds true in the case of individuals as well as companies in this sector. People seek out trustworthy doctors and healthcare organizations must seek out trustworthy vendors and suppliers.
While digital channels are omnipresent, building trust based on a randomly received email is hard. On the other hand, healthcare-compliant direct mail is tried and tested, and promotes a personal connection with the recipient, increasing trust and confidence in the brand.
Face-to-face meetings used to be the foundation of medical marketing, but getting through the doors is becoming increasingly difficult. A successful medical direct mail campaign can not only help you form the connection you need to build a long-term relationship, but it may also be able to help you close sales without the need for any facetime.
Here are some more compelling reasons why healthcare mailing services are what you need to put your brand in the hands of the patients-
Despite the fact that digital media has made information more accessible and faster, consumers do not always trust digital marketing due to security concerns such as data privacy on the internet.
Healthcare complaint direct mail services are more trustworthy to millennials, who are very digitally savvy, than messages and materials sent through digital marketing. Furthermore, direct mail marketing is thought to be less intrusive when it comes to message delivery.
When it comes to healthcare marketing, healthcare providers are required to protect the privacy of any patient information. Patients can relax with direct mail because they will not have to deal with hackers attempting to leak their information online.
With the rise of digital marketing channels such as email, people are receiving fewer and fewer mails in their mailboxes. And that is something that can work in your favor while employing a marketing campaign.
Healthcare direct mail can help businesses create a unique sense of personal connection with their prospects and even existing consumers. The pleasure of receiving a customized mail copy that addresses their pain points is the powerful strategy that gives them the push they need toward conversion.
You can expect a positive response if you make an appealing offer and have qualified your target audience. We can often target qualified households with direct mail before launching a campaign. For example, you could specifically target households with women aged 40 and up.
Furthermore, you can personalize a piece of mail to increase the likelihood of a response. Adding details such as their name, any allergies, blood group information, etc. Using medical mailing services to gain access to highly targeted mailing lists and leads is also something worth looking into.
Some of the most successful direct mail solutions offer some sort of physical reminder that recipients can save for later use.
A mailer for an urgent care facility, for example, may include a magnet that remains on the refrigerator for weeks, months, or even a year before someone has an emergency and remembers the number on the fridge.
Any well-planned mailer is an excellent point of contact with your brand. Today, holding a personalized postcard in your hand is a one-of-a-kind experience. While digital advertisements are highly visual, interacting with mail is a tactile engagement that can improve brand recognition.
Healthcare Direct Mail Marketing has a High ROI
Direct mail has a proven track record of success in patient acquisition and retention. Direct mail has one of the best and most consistent ROIs of any advertising channel.
According to the Association of National Advertisers, direct mail has the highest ROI when sent to prospects (112%), followed by SMS (102%), and email (93%).
The average response rate for direct mail is 2.7% to 4.4%, compared to 0.62% for a combination of mobile, email, social media, paid search, and display.
In marketing, any strategy, any tactic can only be deemed successful when there are visible results. Some of the best direct mail campaigns have managed to yield higher response rates and drive sales relying on proper strategy and a touch of creativity.
To give you a basic idea, here are some guidelines that can be followed to achieve the desired results from your next direct mail marketing campaign:
- Mailing lists and solutions for targeted receivers.
- Compelling design and marketing copy.
- Personalization and customization based on data insights and meticulous research.
- A/B testing and ROI tracking.
In conclusion, direct mail marketing continues to be a potent and underutilized tool in the healthcare industry for building trust, fostering personal connections, and achieving high returns on investment. In an era saturated with digital noise, the tangible and personalized nature of medical direct mail stands out, offering a refreshing and trustworthy approach to engaging with both prospects and existing consumers.
The joy of receiving a physical mail piece, tailored to address individual needs, adds a powerful touch that resonates with recipients. As the healthcare sector navigates the challenges of competition, direct mail proves to be a reliable strategy, offering a tangible reminder of a brand and facilitating lasting connections.
With its proven success in patient acquisition and retention, coupled with higher response rates, direct mail remains a valuable component in healthcare marketing. Following key guidelines such as targeted mailing lists, compelling design, personalization, and strategic testing can further enhance the effectiveness of direct mail campaigns.
As healthcare businesses explore ways to stand out in a crowded market, the power of direct mail earns it consideration as an integral part of their marketing efforts.