Direct Mail Marketing to Doctors
Best 9 Practices for Direct Mail Marketing to Doctors To Help You Increase Referrals
Are you an orthopedic practice, pharmaceutical company, or any other business looking to reach out to doctors? The struggle is real hard, right? We understand that it is hard to secure referral relationships with physicians, especially when they already get loads of advertising materials.
Marketing physical therapy or medicinal services to doctors presents several challenges. Firstly, your target audience includes primary care providers and not patients. Thus, you need to ask doctors for referrals to reach patients. Plus, many doctors tend to ignore marketing messages completely.
Under such circumstances, direct mail marketing to doctors can work exceptionally well for you. Direct mail can help you grab your target audience’s attention, introduce yourselves, and communicate your proposals effectively.
Of course, you must develop some creative ideas for your campaign’s success. Furthermore, you should also add an upfront CTA to help physicians know what to do next.
In this blog, we will discuss how to use direct marketing to doctors successfully and drive results.
Benefits and Limitations of Direct Marketing to Doctors
Direct mail has a response rate of 29%! It helps businesses reach out to their target audience precisely and boost conversions.
Still, marketers may have mixed reviews about using direct mail to promote their services to referring physicians. So, here are some advantages and disadvantages to help you decide better:
Benefits:
- Precise targeting: Direct mail marketing to doctors enables you to target only relevant prospects and save on marketing expenses. You can cover all the hospitals and doctors in your nearby localities or tap into newer markets with traditional mail
- Highly measurable: Using trackable features like pURLs and QR codes makes it very easy to measure your campaign performance. Direct marketing to physicians allows businesses to record campaign results accurately and improve their future marketing strategies
- Ability to convey crucial details: Due to overexposure to digital ads, doctors are likely to pay more attention to direct mail. A single postcard with a catchy headline and impressive graphics garners more attention than an email or social media post. Thus, you can employ direct mail marketing to doctors to update them about your services and persuade them to move ahead with your proposal
Limitations:
- Intrusiveness: You may wonder how to send marketing mail to doctors without intruding on their privacy and violating any laws. Fortunately, PostGrid offers HIPAA-compliant direct mail automation solutions that help you send mail to doctors lawfully.
- Database management challenges: Your campaigns for direct marketing to physicians can be successful only when you have a valid database to work with. But, sometimes, it can get hard to update your data frequently and keep up with all the new changes. Also, you may be unable to verify if the mailing addresses you have are correct. Again, PostGrid can help you with its address verification API that standardizes and validates delivery addresses in minutes.
Thus, there are several ways for you to overcome any potential challenges and conduct effective direct mail marketing to doctors.
9 Best Practices for Direct Mail Marketing to Doctors
Businesses may employ the following tips to stand out from the crowd and strengthen relationships with their target doctors:
Avoid Sending Plain, White Envelopes
The front desk at a doctor’s clinic or hospital gets hundreds of formal, plain-looking envelopes every week. You can take the other route and use colorful, open-window envelopes with convincing teasers on the outside.
Keep Switching to Different Sizes and Weights
Irrespective of whether you are sending mail to someone for the first time or not, try switching your direct mail formats and sizes for each campaign. Your direct mail marketing to doctors must be eye-catching and appealing enough to seek attention.
You have several options to select from, like postcards, flyers, and marketing letters. Furthermore, you can customize their paper stock sizes and weights to get noticed more.
For example, an oversized postcard with a thick paperweight and handwritten messages is more likely to generate responses than a small one.
Some marketers also use embossed envelopes to add a special touch to their items. Such marketing materials are sure to catch everyone’s eyes and drive responses.
Use Targeted Imagery
Humans process pictures 60,000 times faster than written texts. Evidently, you should always use images as part of your direct marketing to physicians’ mail design.
Avoid using stock images of doctors talking to patients or something similar. It makes your items look very generic and dull. Instead, use real-life, mixed images, depending on your messaging and targeted physicians.
In short, add imagery that your recipients can relate to, making it easier for you to achieve better open rates.
Also, ensure that all items for direct mail marketing to doctors must consist of your brand logo. It would also help to use relevant layouts, colors, and bullet points to highlight your message more clearly.
Also Read: Be Specific and Professional
Your target audience may not have a lot of time to read your entire letter. Therefore, focus on a few key points that summarize the purpose of your mailing.
Remember that direct mail marketing to physicians to communicate with patients requires you to be genuine, specific, and highly professional. Consider adding a few reviews and testimonials from other physicians you are already working with. You can also add some statistics that add weightage to your mail and can drive conversions.
Try to Get a Personal Appointment
You have better chances of getting a doctor on board if you meet them personally. Thus, channel your efforts around direct mail marketing to doctors to fix a one-to-one meeting.
Try sending marketing mail items that ask for a quick call back or a meeting with the CTA. Once a meeting gets fixed, you may also send email or postcard reminders to ensure that your prospect doesn’t miss it.
Portray Your Industry Knowledge
Physicians may be contacted a dozen times per day by other businesses offering similar services. But, you are at an advantage by using direct marketing to physicians as there is less competition.
Try adding valuable insights and industry information to your mail items. You can also include links to your blog posts, whitepapers, etc., to showcase your expertise.
Re-Engage Existing Clients
While incorporating direct mail marketing to doctors, take care to also keep in touch with the physicians you have already engaged with earlier. In fact, most of your referrals likely come from old clients, which is why you should always consider their needs and expectations.
You can do many things with direct mail marketing to physicians, like sending:
- Birthday postcards
- Holiday greetings
- Work anniversary wishes
- Thank-you letters or appreciation notes
- Monthly newsletters
- Event invitations
- Updates regarding recent healthcare trends and options
- Personalized items, like notepads, pens, etc.
Segment Your Audience
It is always better to segment your mailing lists and conduct targeted campaigns for direct mail marketing to doctors. You can divide lists on demographics, like location, patient base, hospital/ practice type, etc.
Know who your targeted physicians are and what type of patients they get the most. Accordingly, you can reach out to your most relevant prospects and create better chances of conversions.
If you don’t have a mailing list, PostGrid’s direct mail API can help you create one at no added costs.
How Can PostGrid Help Healthcare Businesses Promote Their Services to Doctors Effectively?
PostGrid can help you automate your entire mailing campaign by enabling you to create, print, and mail items with just a few clicks. The only thing you need to do is integrate our API into your system, from where you can start mailing directly. Thus, PostGrid makes direct mail marketing to doctors faster, effortless, and affordable.
Here are some of the best features that PostGrid offers:
- 99.99% deliverability
- Address verification
- HTML and PDF design templates
- API integration
- HIPAA-compliant print and mail
- Per-piece tracking
- Print and mail fulfillment
- Dedicated onboarding
- Periodic reporting and insights, etc.
If you want to kickstart direct mail marketing to doctors with zero effort and at industry-best pricing, request a demo now!
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Start transforming and automating your offline communications with PostGrid
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