PDQ Insights

Physicians value content that is informative and data driven, short and concise, highly personalized, and presented in convenient formats such as mailers and downloads.

The latest trends in healthcare professionals (HCP) direct mail marketing include promoting easier interactions, taking advantage of the tactile experience, implementing omni-channel strategies, personalizing your messaging, and offering Informed Delivery services.

Nurse practitioners and physician assistants have more independence and influence on prescribing habits, ample proximity to patients and physicians, and are a widely underrepresented demographic in HCP marketing.

The latest email marketing challenges include optimizing content for mobile devices, testing the aspects of your campaign, and avoiding spam filters.

While direct mail and email are both effective marketing methods, the best way to reach your HCP audience, reinforce your messaging, and leave a long-lasting impression is to utilize a combination of the two.

If your HCP marketing partner doesn’t regularly update or maintain their mailing lists, reach the right audience, use direct mail and email marketing, stimulate engagement, or track the right metrics for your business, it may be time to switch.

An email list can be good for years, as long as you track campaign metrics and scrub for erroneous or inactive contacts about every six months.

A direct mail campaign is more impactful and leaves a more lasting impression when it is personalized, customized, creative, and informative.

On the third and final episode of our podcast series, PDQ’s Kevin Kingree and Novo Nordisk’s Wesley van den Heuvel discuss the changes HCP marketers have undergone and what the future of the industry may look like post-COVID-19.