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Using Direct Mail To Grow Your Practice
Direct mail has been shown to work effectively in so many different industries. From the banking and financial industries to nutritional supplements, companies have been able to utilize direct mail to engage consumers and grow their businesses—in some cases to unbelievable proportions.
One industry in which direct mail is being used to better connect with customers is the medical community, specifically independent practices such as chiropractors, massage therapists, and sports clinics. All of these professions understand the benefits of direct mail and have found success in applying it to their marketing.
Why Direct Mail Works
Once you understand the surrounding principles of direct mail, you understand why practices have success using it to engage leads and convert targets. Those in financial services understand how personal clients can be with their money. But when it comes to people’s health, there’s an emotional aspect present that is unlike any other industry out there.
People want to feel healthy and comfortable with their bodies. When those factors are not in line, the effect it has on day-to-day living is not only visible, but it also seeps into other aspects of one’s life and causes even more stress and physical setbacks. For example, an injured back may mean that an individual is not able to work for a certain period of time. Being unable to work can have any number of consequences on one’s family and career and further affect one’s health.
People respond better to direct mail because of the personal sentimentality of the medium. Individuals have the opportunity to hold the piece and read through it at their leisure. Having it personally addressed may seem like a small tidbit, but it plays a huge role in targeting the right audience.
More Than Outcome
These people want to feel like the professional they are committing to see actually cares about them. They don’t want to feel like a number, a client, or a patient. They want to be treated like a person who wants nothing more than to get back to work. They want to provide for their families and direct mail is the first step to providing them with that comfort.
The goal of direct mail pieces in these instances should not be completely focused on the outcome. This means your first move as a marketer should be to let these individuals know that you are there to make whatever issue they have better. Your messaging should be clear, it should be detailed, and it should be in a tone and language that these individuals will relate to.
These are all principles that Macromark understands thoroughly. We know the importance of taking the preparatory steps needed to ensure a successful direct mail campaign and can facilitate your campaign to match these standards.
Visit our website and learn more about how Macromark has grown to become a leader in direct mail services.
David Klein
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