Marketers in the health and life sciences fields sometimes fall into the trap of thinking that since their industry is so heavily regulated, their marketing also needs to be vanilla and toe the line. Just because you have stricter marketing guidelines than other industries, does NOT mean your marketing campaigns have to be boring.
In fact, health and life sciences businesses are uniquely positioned to be able to grab prospects’ and customers’ attention, since people tend to naturally be a bit more emotionally invested in health issues than in many other B2C services.
And, as a business in this realm, you are likely already using tactile — or direct mail — marketing in order to comply with certain regulations. The good news here is that tactile marketing is an extremely effective marketing channel, AND it can also be one of the most fun for marketers to get creative with. Here are a few ideas to help you stand out from the rest, and spice up your direct mail marketing beyond your standard flyer advertisement.
Use Direct Mail to Drive Event Turnout
Try sending out an invitation to an exclusive event. Health clinics could offer a free lecture or seminar about a common health topic. Or, ask people to bring in their invitation in exchange for a free, one-time consultation with your staff.
Direct mail services from professional printers (hey, shameless plug – PFL has over 20 years as direct mail masters) make it easy to target only patients in a certain area, such as a neighborhood, entire county or within a radius of your center.
Personalized direct mail can include a staggering variety of data – one popular piece of direct mail for health-related events is an invitation that includes a personalized map from the recipient’s home to the event.
Make Direct Mail Seasonal
When flu season rolls around, remind people to come get a flu shot at your clinic by sending a piece of direct mail marketing that gives pricing and times for the shots. Also include some facts about the flu, like symptoms to watch for, and how to prevent it. Then, take it to the next level by including a miniature hand sanitizer printed with your clinic’s logo. Each time they use it, they’ll be reminded that they still need to visit your clinic for that flu shot!
If you’re using a marketing automation platform, like Marketo or Salesforce Marketing Cloud, you can take these direct mail campaigns to the next level with deeply integrated automation. This would allow you to save money by only sending the hand sanitizer kit to existing patients or new patients that haven’t responded to other marketing messages. You could automate the campaign to launch annually with the start of flu season.
Use Direct Mail to Build Trust
If your business sees patients who are ill or injured, one way to make them loyal to your services is to follow up after a visit with a “Get Well Soon!” card. Try adding in a one- to three- month mini calendar with a reminder to get a checkup penciled in at the appropriate date. This simple campaign can make a lasting impression on clients that will make them feel like you care about their health beyond just the dollars they bring you. After all, happy customers are the best marketing!
Offer Meaningful Discounts
Opening a new massage therapy office? Send out stress balls with an informational flyer detailing the benefits of massage, how often clients should get a massage for best results, and offering a discount on their first few sessions to really top it all off. Make them bring the flyer in to redeem the offer, so you can easily track the effectiveness of your direct mail marketing.
Now you hopefully have a few ideas for how to engage with prospects in ways that will leave a lasting impression, as well as how to delight your current clients. But, you’re worried that a direct mail campaign sounds like a lot of work to set up and maintain, right?
Don’t fear! We’ve got you covered there too. PFL has developed a Tactile Marketing Automation (TMA) solution that lets you set up your direct mail campaigns just as you would a digital one, with sends triggered based on behavior. All tracked in one place for easy analysis. Learn more about our TMA software here!