| A sluggish economy probably doesn't affect the | | | | of effective marketing is the direct mail campaign. |
| Healthcare Industry quite as much as others, such | | | | Direct Mail |
| as consumer electronics or entertainment. There | | | | It consists of mailing or distributing a postcard or |
| might be a slight decrease in elective surgery or | | | | flyer to entire neighborhoods, cities or geographic |
| treatments, and some folks might opt to neglect | | | | areas. In the past, direct mail products were |
| their health in order to save money, but for the | | | | made of paper. People get so much of that kind |
| most part I think "business" will remain essentially | | | | of product in the mail and in magazines that it is |
| constant for the medical professionals. Regardless, | | | | becoming less effective. People are becoming |
| hospitals, doctors, clinics and pharmacists still need | | | | immune to its effect. There is a new product that |
| to market their services and products. | | | | capitalizes on direct mail's success, but reduces |
| Why? | | | | the chance that your mailer will be ignored. |
| Because people rarely think about which physician | | | | What Is It? |
| or facility they would choose if they needed to | | | | The magnetic direct mailer is a recent innovation |
| have something done that wasn't an emergency. | | | | that has taken it one step further. Instead of a |
| (In emergencies, most people are concerned that | | | | simple paper postcard, this one has an attractive, |
| the facility is "close," and that's about it.) Imagine | | | | informative refrigerator style magnet attached to |
| the conversation at the kitchen table if the | | | | it. Instead of tossing it in the trash, the recipient is |
| opposite were true. | | | | intrigued by the magnet and peels it off. Now |
| "Honey...if I ever need to have a hemorrhoid | | | | they have something that has some intrinsic |
| removed, I think I'll go to St. Fred's hospital across | | | | value. They aren't going to throw it away. |
| town. It looks like a nice building, doesn't it?" | | | | Instead, they'll most likely attach it to the fridge, |
| His wife replies, "Why? Are you having a | | | | or stick in on their computer case at work, or put |
| problem?" "No. I was just thinking about it in case | | | | it on the metal cabinet in the office break room. |
| I ever need that kind of treatment. It's always | | | | In any case, the magnet is seen by everyone in |
| good to have a plan, you know." | | | | the home or workplace, and on a regular basis. |
| (I can't believe I actually wrote that.) | | | | Eventually, when one of those viewers needs |
| Seriously | | | | your services, they will recall the magnet and |
| Patients have the option to choose the facility in | | | | refer to it. The next thing you know, they will be |
| many cases. They are becoming a much more | | | | calling your facility or walking into the admitting |
| savvy and educated about their health, and the | | | | office. |
| choice of hospitals or doctor is often being laid at | | | | Find a good supplier of magnetic direct mailers, |
| their feet. Like any other business, a medical | | | | often called Magna-Peel, and have then set up a |
| professional must compete with all his peers in | | | | direct mail campaign for your hospital, healthcare |
| the area. So...why allow them to get all the | | | | clinic or office. |
| business? Advertising pays. One proven method | | | | |