As healthcare providers, you understand that connecting with potential patients is crucial for a thriving practice. While digital marketing is important, don’t underestimate the power of direct mail marketing. With so much digital noise, a well-crafted piece of mail stands out. It can make all the difference when trying to grow your practice, which is why understanding how to do direct mail to get new patients is so critical.
Starting a healthcare direct mail campaign, however, requires thoughtful preparation and strategic planning. In this article, we’ll dive deeper into crafting a direct mail campaign that supports the growth and outreach of your healthcare practice.
Direct Mail Marketing for Healthcare Practices
Direct mail is something people can hold, creating a different experience than just seeing a subject line in a crowded inbox. A well-designed postcard or personalized letter feels more like a gift, making patients feel valued.
They’ll appreciate the effort, and it fosters a much stronger emotional connection than digital communication. Few things show you care as much as a personalized letter in healthcare direct mail marketing.
Achieving success with direct mail requires knowing who your patients are and where to find them. Targeted mailing lists are essential for this, focusing on those who will benefit from the specific healthcare services you offer, not blanketing cities with generic flyers.
Increased Patient Engagement and Response Rates
People are more likely to read something delivered to their homes. According to a survey by the USPS, 55% of people stated they “look forward” to receiving mail. Direct mail pieces can be a breath of fresh air compared to the digital ads and emails flooding everyone’s screen, which is why it has a high average response rate of 9% according to research conducted in 2018.
Creating Effective Healthcare Direct Mail Pieces
Diving into the world of healthcare direct mail doesn’t have to be daunting. With the right strategies in place, it’s a powerful way to connect deeply with potential patients, guiding them toward the exceptional care they deserve.
Understanding Your Audience
Unlocking the full potential of your direct mail campaign starts with a key step: truly understanding your audience. It’s about diving deep into who they are — from basic demographics like age, gender, and location to more nuanced details like their health interests and common concerns. Why is this so critical? Because knowing your audience inside and out enables you to craft messages that strike a chord, messages that resonate on a personal level.
Start by segmenting your audience based on their unique attributes. For example, if you’re operating a family practice, then you ought to target families within a given area. This segmentation allows you to customize your messaging in a way that reflects the individual concerns and interests of each group. Whether it’s offering tips for managing a specific health condition or highlighting services that cater to a certain demographic, the goal is to make each recipient feel seen and understood.
Compelling Design That Gets Noticed
A plain white postcard is likely to get lost in a stack of mail. Investing in professional or eye-catching designs makes a big difference. This doesn’t mean it needs to be flashy; sometimes, simplicity speaks volumes.
High-quality images, bold colors, or even a unique postcard shape grab attention. At Taradel, we offer free user-friendly templates if you’re unsure how to design mail pieces. Or, you could also invest in our in-house professional design services.
Craft a Message That Resonates
Every marketing message needs to address a problem. What are your potential patients’ pain points?
For instance, if you are targeting newcomers to the area, craft a warm welcome message with a discounted first visit. If you’re highlighting a specialized service, your direct mail piece is a great place to share patient testimonials that help build trust. Think about what would make someone want to book an appointment.
However, no matter what offer or service you wish to highlight, your message should be clear and concise. Your audience’s time is precious, and so is your space on that piece of mail. Get straight to the point, using language that’s easy to understand.
Offering Value
When you’re reaching out through direct mail, the key to capturing attention is offering something irresistible. But let’s be clear—it’s not just about drawing them in; it’s about providing real value that enriches their lives. Free consultations, complimentary health checkups, or valuable health tips can do just that. These offers resonate because they give potential patients a risk-free way to experience your services and gain genuinely beneficial health insights.
Don’t Forget That Call to Action
Every successful direct mail campaign has a clear call to action. Make it clear what you want the recipient to do next. Is it to call your office to schedule that free consultation? Maybe it’s to visit your website to book a checkup or subscribe to a newsletter for weekly health tips. Ensure your CTA is straightforward and easy to follow.
“Call us today to book your free consultation and take the first step towards a healthier you!”—this CTA is direct, engaging, and simple. It tells the recipient exactly what they gain and what they need to do to benefit from your offer.
Make scheduling simple with QR codes linked directly to online booking forms, making it easy for your audience to take action.
Examples of Effective Direct Mail Offers
Not all direct mail offers are created equal. If you want to win new patients, consider something special.
- Welcome Packages: People new to the area have many decisions. A welcome package, including local resources and introductory offers for your practice, can ease their transition.
- Complimentary First Visit: Make the first step easy and free. A great way to welcome new patients and show them the level of care and personal attention they can expect from your practice.
- Membership Plan Discounts: If your practice offers a membership plan, provide an introductory discount. It’s an excellent way to show the long-term value your practice provides.
Don’t be afraid to A/B test your mail pieces to see what converts best.
Gain New Patients With Direct Mail
While navigating the digital marketing world might seem easier, traditional approaches still hold immense power. Direct mail campaigns allow healthcare providers to create tangible, more personal connections with their target audience. In a world of emails and fleeting digital ads, a well-designed postcard or heartfelt letter can be a breath of fresh air.
Direct mail helps build stronger relationships with potential patients based on trust and personalization, critical elements often missing from a solely digital approach. Now that you better understand how to do direct mail to get new patients, you can leverage the power of direct mail to grow your medical practice.
At Taradel, we’re here to empower you every step of the way. Our robust platform is designed to streamline the process of planning, creating, and launching successful campaigns—putting the power of integrated marketing within your grasp. With our easy-to-use tools and a record of delivering over 500 million postcards and 300 million digital ads, we’re confident in our ability to help you grow your practice.
Get started on your next direct mail campaign with us today, and let’s grow your healthcare practice.
