The Revival of Direct Mail In Healthcare Marketing

The Revival of Direct Mail In Healthcare Marketing

Direct mail as a healthcare advertising tactic has undoubtedly declined in volume over the past decade. One of the contributing factors, of course, has been the rise and surge of digital and social media platforms, both allowing healthcare brands to effectively and efficiently deliver their message to consumers where they are; on line, on their phones, and always on demand. As a result, marketers are increasingly putting more of their budget into these new channels to the tune of over $70 Billion, nearly tripling its spend in the last eight years. In the mix, you’ll still find big traditional media such as television, radio, and (magazine) print.  These media are proven brand support and many of the elements can be shared with other platforms whether on line videos, banner ads, Pandora radio, etc. – so, all in all a very cost effective balance of new and old. Under the radar, one very traditional promotional tactic is making a bit of a comeback – slowly and surely – direct mail via snail mail is on the move again.  Especially in healthcare marketing.  Why the resurgence in a world that’s fast-paced, on line, and always moving?  There are several reasons: There is still a group of readers out there who like to touch and open. Focus groups in many markets support that direct mail is still a preferred medium to reach people with healthcare messages.  They like the detail, the information, and if it includes some sort of keepsake, such as a magnet or card, even better. Even though seniors are becoming Facebook fanatics, they do like the added information that...
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