Now that you’ve determined your ideal target audience and know what they’re looking for, how do you go about reaching them with relevant and impactful content? Finding the best ways to reliably connect with your prospects is essential to the success of your individual campaigns and overall marketing strategy.
The most popular engagement channels for communicating and marketing to healthcare professionals are email and direct mail, and while both improve audience interaction and create personalized experiences, how do you know which platform is right for you?
Email Marketing
Email is an easy and effective way to connect with your audience and leverage relevant content to lead them through the buyer’s journey. It’s a useful means of getting and staying in contact with your target audience.
It’s a highly versatile platform that can be adapted to any approach, no matter the scale of your marketing campaigns or segments you’re communicating with, and because it is a digital marketing method, you can easily track the results of your efforts and refine your approach as needed.
It’s also much less expensive and time consuming to prepare and deliver emails for your marketing campaigns, as compared to other methods. However, for your email campaigns to be truly effective, you’ll need to collect or access a targeted and high-quality list of healthcare providers. Depending on how well maintained and segmented your HCP contact lists are, you can curate your content and offerings to be as specific as possible.
Direct Mail Marketing
A more traditional marketing method, direct mail campaigns to healthcare providers generally yield greater return on investment (ROI) than paid advertisements. They’re also highly customizable, enabling you to target prospects with relevant and useful content.
Direct mail is easily personalized, creating a more memorable experience for HCPs than many digital channels, which are often oversaturated with competing content and offers. While direct mail campaigns require more time and resources to launch than digital marketing campaigns, their response rates make them well worth the investment.
Direct mail campaigns also afford marketers the opportunity to appeal to their audience in more creative ways. They not only provide a tactile experience to help their messaging stand out from the competition and make more of an impression on prospective customers, but can utilize dynamic formats, customized messaging, interactive elements, and 3D pop-ups to transform otherwise flat and forgettable correspondence into a resource—or even centerpiece—that gets passed around and keeps your brand at the forefront of recipients’ minds.
Combine the Best of Both for Maximum Effectiveness
While each of these marketing approaches have unique advantages, the best way to maximize your overall marketing strategy is to utilize both. Direct mail grabs your audience’s attention and makes them want to know more about your products or brand, and timely follow-up emails further strengthen your message—an effective, two-pronged strategy for success.
Designing and deploying your email and direct mail marketing campaigns reinforce your messaging, secure your brand as valuable and informative, and more reliably lead your audience through their buyer’s journeys.
The best way to ensure your content and marketing efforts are successful is to work with the right HCP marketing partner—PDQ Communications.
PDQ Will Lead Your HCP Direct Mail & Email Marketing Campaigns to Success
Our qualified team of experts will help you strike the right balance between email and direct mail channels for your campaigns.
We’ll help you craft the perfect messaging for your audiences, optimize high-quality content for each of your channels, and deploy your emails and direct mailers in the most effective way. And with our extensive lists of high-quality and well-segmented HCPs from across the industry you’ll always reach the right people at the right time.
