Direct Mail has been and is still one of the most lucrative and effective marketing channels for hospitals and other types of healthcare facilities. While there are many other types of channels and tactics to utilize in your healthcare marketing mix, it’s without question that direct mail offers that physical connection that patients respond to. Hospitals leveraging direct mail see higher engagement and in many cases improved patient outcomes.
In this article, we’ll explore why direct mail is successful for hospitals and discuss key strategies to enhance your hospital’s marketing efforts through direct mail.
Why is Direct Mail Successful for Hospitals
Direct mail is successful for hospitals because it provides a personal touch that digital channels often lack. Patients receive a physical piece of mail they can hold, read, and refer back to, making the information more memorable. Additionally, direct mail allows hospitals to target specific patient groups with tailored messages, increasing the relevance and effectiveness of the communication.
Strategies Hospitals Use that Include Direct Mail
To maximize the benefits of direct mail, hospitals employ several strategies. These include identifying ideal patient profiles, personalizing messages, crafting compelling calls to action, integrating direct mail into the overall marketing mix, and following up with patients after visits.
- Identify Your Ideal Patient Profiles
As a hospital, you have numerous ways to segment patients, so developing multiple patient profiles is essential. Depending on their age, location, diagnosis, or treatment regimen, patients have different needs and preferences. By identifying these profiles, you can tailor your direct mail campaigns to address specific concerns and offer relevant services, enhancing patient satisfaction and engagement. - Personalizing Direct Mail
Personalization in direct mail is highly beneficial for hospitals. When patients receive mail addressed specifically to them with content that resonates with their individual health concerns, they feel valued and understood. Personalization can include using the patient’s name, referencing past visits, or providing information relevant to their medical history. This approach not only increases the likelihood of the mail being read but also strengthens the patient-hospital relationship. - Messaging & Call to Action
Matching your messaging to patient profiles ensures that the content is relevant and engaging. A strong call to action (CTA) prompts patients to take the next step, whether it’s scheduling an appointment, following a treatment plan, or accessing additional resources. Clear and compelling CTAs in your direct mail can significantly improve response rates and encourage patients to engage more actively with their healthcare. - Integrate Direct Mail Into Your Hospital Marketing Mix
Integrating direct mail into your overall marketing strategy amplifies its effectiveness. Combining it with digital channels like email, social media, and your website creates a cohesive message across multiple touchpoints. For example, you can send a direct mail postcard announcing a new service, followed by an email with more details and a link to schedule an appointment online. This multi-channel approach ensures that your message reaches patients through their preferred mediums. - Patient Follow Up
Following up with patients after visits using direct mail is highly beneficial. A courtesy thank-you note or a mailer that reinforces their treatment plan can improve patient outcomes by encouraging adherence to medical advice. Additionally, follow-up mail can remind patients of upcoming appointments or offer additional support resources, demonstrating your hospital’s commitment to their well-being.
Types of Direct Mail for Hospitals
There are all types of direct mail that hospitals can utilize to communicate effectively with patients. Below are some examples you should consider…
- Postcards for Hospitals
Postcards are a cost-effective and straightforward way to deliver quick messages. They are ideal for appointment reminders, announcements of new services, or health tips. Their simplicity and ease of reading make them an excellent choice for busy patients who prefer concise information. - Brochures for Hospitals as Direct Mail
Brochures provide more detailed information about services, treatment options, or health education. Sending brochures allows hospitals to educate patients on complex topics in an accessible format. They can be particularly useful for introducing new programs or facilities. - Letters for Hospitals
Personalized letters offer a formal and direct way to communicate important information. They are suitable for follow-up care instructions, patient surveys, or personalized health recommendations. Letters convey a sense of importance and can be tailored to the individual patient’s needs. - Dimensional Mailers for Hospitals Using Direct Mail
Dimensional mailers, such as packages or 3D mail pieces, capture attention due to their unique format. They can be used to send wellness kits, samples, or promotional items. This type of mailer creates a memorable experience and can significantly enhance patient engagement.
Incorporating direct mail into your hospital’s marketing strategy can lead to stronger patient relationships and improved healthcare outcomes.
