Direct Mailing As Part Of Your Healthcare Marketing

Using direct mailing as part of your healthcare marketing strategy in hearing healthcare

By Geoffrey Cooling 

Healthcare marketing direct mail

 

Direct mailing can be an integral and effective part of your healthcare marketing strategy, if done correctly. It can be disastrous for your Practice and your brand if done incorrectly. But what is correct, what works and what doesn’t?

 When it comes to Patient mailing, you should have a communication policy set. Any mailings that you do to your mailing lists should fall within this policy. The policy should cover mailing frequency and mailing content. Don’t forget that call back letters are Patient communications and should be factored into your frequency calculations.

 This is really important, people get irritated by endless communications that they feel have no value to them. In our modern world we are constantly bombarded by junk mail in all its forms. You do not want your communications to be placed in this bracket. Because your brand will quickly be damaged by that perception. In order to avoid this each communication needs to be customised.

I believe that all communications to your Patients should hold value to them. I think that if you assess every communication with the question, does this hold value to this Patient? You will never go far wrong. You assess this by querying your mailing list for each campaign. In this way you can customise the mailings to the Patients needs. That brings us to the mailing list, how will you quantify the mailing list?

The best way is by some sort of Patient profiling on your database. In this way you can tailor each mailing list to the specific offer you are deploying. If you clearly and intelligently profile your Patients it will make your life easier. The profile terms are up to you, there is no set list of profiles. By that I mean you set those terms, such as top of the range, High Technology, Technology driven, Value driven, etc. This approach ultimately allows you to define and target your mailing, to customise it to each Patient group.

In a recent blog post from GN Resound, they talked about direct mailing and the keys to success:

 

When it comes to Direct Mail, there are three keys to success:

  • The quality of the mailing list
    (Your own list is better than purchasing a list from a third party)
  • The compelling reason to act now (the offer)
  • The creative approach

That first point is crucial, the quality of the mailing list, you can and should control that for success. If you do so and do it well, you will see real return on investment for your Practice.

Regards

 

Geoff

 

 

 

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About Geoffrey Cooling

my name is Geoffrey Cooling and I am the author here at Just Audiology Stuff. I have been involved in the Hearing Healthcare Profession for several years now. I initially worked as a Hearing Healthcare Professional for a large national retailer in Ireland. After several years in Practice I was approached to work for a manufacturer, where I was employed for five years. I am now the Co Founder of a business called Audiology Engine. We design websites, undertake content marketing and generally look after everything digital for audiological practices. I am also a contributor to many hearing profession periodicals and websites. I have written two commercially available books, The Little Book of Hearing Aids which is written for hearing aid consumers and Audiology Marketing in a Digital World which is written for Audiology Practice Owners. They are both available in Paperback and Kindle versions on Amazon. I also write for consumers on the website Hearing Aid Know, which is a website with the mission of demystifying hearing aids, their types and their technology. I have a great interest in commercial strategy as it applies to Healthcare in general and specifically to Hearing Healthcare. I also have a great interest in the psychology of sales and human interaction. I have been involved with social media for some time, both personally and professionally. I find the engagement and discourse on some social media channels fascinating. I instituted social media strategy for the company I worked for as an experiment. That experiment soon spread throughout the company and I am proud to say that the company is probably one of the most active in the industry. I would like to point out that all views, opinions and thoughts here are mine own. Unless of course they have been planted by the pod people, you just can’t take your eyes off the pod people. Those views do not necessarily reflect upon any views or opinions held by my employer, if I ever get another one. I think that our industry is in the middle of a time of huge change, I think that the change will be forced by both internal and external pressure. I think that private Independent Healthcare Practices will have to be smart and lithe of feet in order to meet these changes. I hope that some of my blatherings are of benefit to those Practices, Independent Hearing Healthcare Practices need to survive. I believe that if that occurs it will be of real benefit to Patients. I hope that I, and my writings will play a small part in their continued success.

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