Direct Mail Is Still an Effective Marketing Method to Reach New Patients

Direct Mail Is Still an Effective Marketing Method to Reach New Patients

Direct mail isn't dead. Even in this electronic age of e-mail, websites, social media, and search engine optimization, direct mail can be a profitable tool for marketing your medical practice. Many healthcare specialties can use direct mail to reach new potential patients very cost effectively. List compilers have access to a plethora of demographic and lifestyle (psychographic) information that can be easily purchased to target very specific types of prospects with your direct mail.

For example, a dental practice can obtain new residents lists, which contain families who have just recently moved into a new home. This is very lucrative for dentists because people who have just moved into a new home have a high likelihood of looking for a new dentist. You can also break the list down to include specific "selects" including household income level or home value, to gain more affluent patients. Searching geographically, such as by zip-code or within a certain distance from your office (referred to as "rooftop radius") enables you to target only prospects within your marketing area that represent a higher likelihood of coming to you.

Any practice providing elective cosmetic services such as a plastic surgeon or a cosmetic dermatologist should consider a list targeting female heads-of-household that are geographically close to your office with an income select. Practices trying to reach senior patients, such as an audiologist dispensing hearing aids, can obtain a list of seniors where one or more members of the household are over the age of 65. There are even "response lists" available, information obtained from those responding to surveys, for those with ailments such as obesity or arthritis.

I'm often asked, "How far away from my office should I try to reach new patients?" The rule of thumb should be "20 minutes or 20 miles" depending on how densely populated your market is. In large cities, patients will rarely be willing to drive more than five miles, which may take them 20 minutes. In rural markets, where people are used to driving great distances to get to larger towns where healthcare providers are located, I would recommend reaching further than 20 minutes or 20 miles.

Make sure you always use a reputable list compiler, preferably one that's a member of the Direct Marketing Association (DMA), so they subscribe to the DMA's ethical standards for list hygiene. This assures you the cleanest lists with the most up-to-date data. I recommend using a very well-established list compiler here in my home town of Boca Raton, Dunhill International List Co. www.dunhills.com.

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