Properly utilizing direct mail campaigns that resonate with your target audience in an impactful way means integrating the right engagement programs into your healthcare marketing strategy. These help maximize the impact of your messaging, encourage brand interaction, and effectively lead prospects through the buyer’s journey.
Staying up to date with emerging strategies, technologies, and market trends will help you optimize your approach to direct mail campaigns and how you employ your engagement programs. Here are several effective ways to do so.
Promote Easy Interaction & ‘Next Steps’
The chief priority of your direct mail campaign efforts is to encourage engagement and brand interaction. Modifying your messaging to incorporate calls to action, contact information, website links, product offers, or Business Reply Cards (BRC) will help drive traffic to your major engagement platforms.
Your direct mail content should stimulate interaction with your brand websites, and one technology utilized to facilitate this transition from physical to digital is QR codes. According to a 2021 study by market analytics firm Statista, 45 percent of respondent U.S. consumers reported using marketing-related QR codes.
Including these elements near the top of mailers helps establish early on exactly how readers should proceed with next steps. QR codes are simple, customizable additions to HCP direct mailers that guide your target audience through the next stages of their buyer’s journeys, no matter where they are.
Take Advantage of the Tactile Experience
One of the major characteristics of effective direct mail messaging is the tactile experience created. While emails and digital marketing campaigns are less expensive, and easier to deploy and track, physical mail fosters a tangible connection between you and your audience in a way digital channels simply can’t.
Creating unique and memorable experiences from your mailers will help your messaging stand out from the competition, while highlighting your value and expertise to recipients.
Tactile messaging has a better chance of leaving a stronger impression on readers than many other digital marketing channels, and taking a creative approach by incorporating interactive elements, 3-D mailers, various shapes, sizes and materials can transform your HCP campaigns into memorable experiences leaving your audience craving more.
Implement Campaigns as Part of Larger, Omnichannel Strategies
Direct mail is undoubtedly effective at targeting and connecting with the right audience, but such efforts can only do so much on their own. The most advantageous approach for reliably connecting with healthcare marketers impactfully is to utilize this in conjunction with targeted email campaigns and personalized content and offers related to your particular audience segments.
Properly integrating direct mail into your overall marketing strategy will help reinforce your messaging, while providing convenient methods of communication and engagement— facilitating more brand interaction. This will help create a seamless experience for your target audience.
According to digital news site ClickZ, customers retained information about advertisements from omni-channel marketing at a rate 90 percent higher than single-channel campaigns.
Taking an omnichannel approach will help you drive traffic to your other engagement platforms, generate a smooth and consistent experience for prospective customers, and ultimately, increase conversions.
Personalize Your Content for Better Engagement
Healthcare professionals are notoriously difficult to connect with, which is partially why HCP marketing is such a competitive industry. While direct mail is already a highly targeted marketing channel, personalizing your mailers even further could make a huge difference on the impact of your messaging.
Online market news publication Small Business Trends reports brand recall as 70 percent greater among survey respondents who received direct mail ads rather than digital.
Curate your direct mail content and offerings to be as relevant as possible to the different HCP segments you serve, based on the factors you care about most: from physician specialties and prescribing habits to demographics and location. The more personalized your mailers are, the more likely recipients are to engage with your brand.
Offer Informed Delivery Options
U.S. Postal Service (USPS) Informed Delivery is a popular feature bridging the divide between physical and digital mail that enables marketers to send scanned images of direct mailers via email, online dashboards, or mobile apps.
This free service provides an additional layer of convenience and accessibility for your readers via a digital preview they can peruse at leisure. Informed Delivery also makes it easier to monitor analytics and track key performance indicators (KPIs) so you can modify future campaigns accordingly.
Work With PDQ Communications to Deploy the Best Direct Mail Campaigns for Your Purposes
The experienced team of experts at PDQ Communications can help you achieve the best HCP marketing results by optimizing your direct mail campaigns to maximize reach and impact.
Our direct mail services can help create custom pieces featuring interactive and eye-catching elements sure to leave a lasting impression.
From producing informative and relevant content to strategically deploying and monitoring results, we can help you reach the right people with the right messaging at the right time, every time.
