Mar 04, 2012
Making Direct Mail Work Series Article #6: 6 Tips for Using Direct Mail to Grow Your Healthcare Business
You know direct mail can be a useful tool for reaching out to new prospects, staying in touch with current clients, and soliciting referrals for your healthcare business. But how do you go about it? These 6 tips show you how.
Tip #1: Go local. Don't throw a wide net; instead, cast a line to prospective customers. If your dentist's office specializes in pediatric dentistry, then you'll want to reach households who likely have children. Start with a mailing list from Click2Mail that targets households with school-aged children within a five mile radius of your office.
If you run a healthcare business with a less-targeted demographic (say it's a local fitness center or spa), Every Door Direct Mail (EDDM) is a great option for mailing to every household on a carrier route, no mailing list necessary. Postage is just 14.5 cents per piece, and you can choose from one of two standout, attention-grabbing postcard-like mailers.
Tip #2: Leverage relationships with current clients. It's said that the easiest new customer to get is a current customer (meaning: maintain and grow your relationships with current customers). For personal services businesses like healthcare, referrals can be an important part of your new business generation as well. Mail a refer-a-friend reply card to your current patients. They fill out and return the reply portion with a list of names of friends and family you can contact. Then they keep the other part of the card, which serves as a coupon for a discount off their next visit.
Tip #3: Toot your own horn. Your prospective clients won't know why you're better than the fitness center down the street unless you tell them. Deliver a clear message about your brand to ensure you stand out from your competition. If your health club has more amenities than the next guy, showcase them. Design a colorful flyer or booklet that shows all of your health club's attractions (Olympic-size swimming pool, state-of-the-art cardio equipment, 35-speed stationary road bike studio, kids gym - whatever).
Tip #4: Don't forget your call-to-action. Along with your offer, the call to action (what you're asking the mail recipient to do) is one of the most important determinants of direct mail success. Your mailer should speak directly to your customers and tell them explicitly (and often) what you want them to do. Design eye-catching graphics and fonts to grab attention right away.
Tip #5: Make it a keeper. For personal services businesses, asking mailer recipients to act Right Now! is often not practical - they're not going to drop everything and come in for a manicure. So you need to design your mailer to stick around for a while, until the recipient is ready to act. One of the best ways to do that is to include a coupon that lets recipients know they have to bring in the card in order to get the discount. If you own a spa, for example, design a postcard (make it a 4.25 x 6 postcard to fit easily in a purse or pocket) that offers a complimentary first visit for new members.
Tip #6: Reminders matter. We all know how hectic life can be, and that's why almost everyone appreciates the "It's Time for a Checkup!" reminder card in the mail. Not only does it offer an additional value to your clients, but it also keeps you top-of-mind (important for client retention), and keeps clients coming back more often than they might otherwise. MailJack makes sending reminders easy. Rather than printing from your own appointment system, addressing, and mailing yourself, click "Print to MailJack" from that same appointment system and Click2Mail will do the rest.
Whether you're staying top-of-mind with current clients, asking them for referrals to their friends and family, or reaching out to new prospects, direct mail is a great tool. And Click2Mail makes it easy. From mailing lists to reply cards, Every Door Direct Mail, flyers, booklets, postcards, MailJack, and more, Click2Mail offers the direct mail services that can help you grow your healthcare business. Let's get started today.