Throughout the ages, humans have relied on one form or another of mail-based communication. Messengers running through the Grecian mountains on foot. The Pony Express blazing across the American frontier. Postal carriers in blue, traversing modern neighborhoods.
Mail is as old as modern humanity itself. And despite long-standing assertions that email was supposed to crush snail mail—after all, why wait for days on end when you could correspond instantly?—direct mail is here to stay, especially when it comes to marketing to healthcare providers (HCPs).
Why? We break it down.
Direct mail is easy to customize, so you can make your message stand out.
Branding is a necessary part of marketing in today’s B2B healthcare landscape. Competition is fierce, and you need to stand out immediately, create long-term name recognition, and build trust.
That means creating a universal voice and look for all of your marketing materials. That’s a lot to ask of a strictly digital campaign—but you don’t have to do that all digitally. Direct mail is one of the best ways to build your brand, stand out from the crowd, and keep your message and products fresh in the minds of busy HCPs.
Instead of just another white envelope in a sea of white envelopes, you can create an aesthetic experience that speaks to who you are and what your products will do for HCPs.
Working with a company that develops unique, customized designs, address cards, sizing, premium finishes, and even three-dimensional mailers will help you create a memorable, tactile experience.
Tactile experience is one of the strongest memory builders we have.
Digital has a high ROI, but direct mail is physical. That’s important, because touch can create long-lasting, detailed memories. Put a piece of branded mail in an HCP’s hand, and it’ll strengthen the neural connection between your brand and your message and make recalling who you are that much easier for those short on time.
Direct mail is highly targeted, making it a great way to supplement interpersonal communication—especially during the novel coronavirus (COVID-19) pandemic.
Face-to-face communication is a cornerstone of HCP marketing, but direct mail is able to fill in gaps and keep communication channels open between meetings. This is critically important during the COVID-19 pandemic, since it’s not possible for sales reps to meet with HCPs in person, so you need to be able to disseminate your messaging quickly and in an effective way.
Highly targeted, personalized marketing is the way of the future—especially when it comes to healthcare marketing. Direct mail is a great way to segment your audiences so you send the right message to the right person at the right time.
Direct mail’s ROI is high—and getting higher—making it perfect for a multichannel strategy.
HCPs are notoriously guarded when it comes to their email inboxes. While you should partner with a company that provides well-segmented, clean HCP email lists so you can create and disseminate successful email campaigns, you shouldn’t forget the power of direct mail either, especially when it comes to multichannel marketing.
There are dozens of statistics demonstrating the power, popularity, and effectiveness of multichannel marketing—higher average customer spending and customer retention rates, among these.