Benefits of Direct Mail in Healthcare Marketing
Benefits of Direct Mail in Healthcare Marketing

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September 22, 2022

Healthcare direct mail is still a popular direct mail marketing option. Healthcare marketing experts are turning to technology for a number of benefits related to sending direct mailers. These direct mail pieces allow marketers to take advantage of the scale, speed, and measurability of modern marketing methods. In fact, direct mail is viewed as the original data driven marketing channel. In the current marketing landscape, email inboxes are clogged with marketing messages while digital marketing channels are also more expensive than in the past. Marketers are looking to successfully reach their audience while still enjoying the testing, targeting, and analytics they are used to with digital channels. In this article, we will examine some of the key benefits of using direct mail for healthcare marketing.

Consumers Trust Direct Mail the Most

Even though digital media has made the process of getting information faster and easier, consumers do not always trust digital marketing thanks to security issues such as data privacy on the web. Millennials, who are a very digital-savvy group, view print advertisements as more trustworthy than messages and materials sent through digital marketing. In addition, direct mail marketing is considered to be less intrusive when it comes to delivering a message. The recipient of the direct mail piece does not have to worry about someone stealing their private information when they are reading their mail.

When it comes to healthcare marketing, healthcare providers have a mandate to protect the privacy of any information related to their patients. With direct mail, patients can relax as they will not have to deal with hackers trying to leak their information online.

Direct Mail Targets Audiences Better Than You Think

In general, direct mail marketing uses a greater amount of data-driven demographic information to identify a target market along with the specific audience needs. A targeted marketing strategy allows healthcare organizations to reach their ideal patients or clients using the database marketing and segmentation techniques they prefer. 

Here are four areas that can be used to better identify potential target markets:

  • Demographics
  • Geographic Location
  • Behavior
  • Psychographic (Attitudes and Aspirations of the audience)

These four areas allow medical providers to reach their target audience, create awareness of their services, and influence people likely to take advantage of the products and services they offer.

Personalized Communication

When it comes to healthcare direct mail, keep in mind that personalization is a key to success. Personalized ads have a big impact on how consumers perceive a brand as well as how they interact with the brand. Customers like receiving mail that is personalized with their name on the materials and this also applies to personalized print ads and messages. Direct mail marketing gives brands the power to deliver customized messages to their target audience. Businesses can market multiple products and services at the same time without making it difficult for the audience to understand the overall brand message. The personal touch creates a strong bond between the brand and the public.

Need help crafting the perfect healthcare direct mail message? NextPage has experience in crafting successful direct mail marketing.

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