Health Care Professionals use various means to market and advertise their services, but there is one method that is probably the most cost effective, and that is the good ol’ direct mail campaign. Direct mail, or bulk mail as it is often called, has been a staple of the health care industry for years. The reason it is used is because it simply works well. The advertisement reaches hundreds and thousands of potential patients in a short time span. Unfortunately, there is one drawback to direct mail campaigns. A percentage of the mailers are never looked at. They are ‘just a piece of paper’ that many folks toss into the trash as they go through their mail. Those that aren’t thrown away are often put in a pile of junk mail, never to be seen again.
People don’t do it because they dislike receiving the ad. They do it because at the time, they don’t need a dentist, doctor or chiropractor. They don’t need to visit a clinic or an emergency room. If they did, they’d be very glad to read the advertisement and perhaps stop in the office. But it’s human nature to pay little attention to something that doesn’t seem to be an immediate need. An otherwise disinterested person will take the time to peel the magnet from the card, just to see what it is. Once they get the quality magnet in their hand they hesitate to simply toss it in the trash. The magnet, unlike the old paper mailers, seems to have a certain amount of value.
What’s New In Direct Mail?
There is a new direct mail product that drastically reduces the instances in which the advertisement is immediately discarded. It consists of a postcard mailer with a refrigerator style magnet glued to it. Right away it is an object of curiosity. Most people haven’t ever seen anything quite like it. An otherwise disinterested person will take the time to peel the magnet from the card, just to see what it is. Once they get the quality magnet in their hand they hesitate to simply toss it in the trash. The magnet, unlike the old paper mailers, seems to have a certain amount of value. It is something you feel you should keep for a little while, at least. The next step is to find a place for the magnet. Most people open their mail at home, so it usually finds a place on the refrigerator or on a cupboard. Even computer cases are a good spot for the magnet.
Human Nature Takes Over
The rest is human nature, and it works to the advantage of the advertiser. People will see the name of the business every day for months and months. The more they see it, the more they are apt to remember the business. Studies have proven that it takes many exposures to advertising material to make a business name stick in someone’s brain. Eventually they will need some medical attention, and they will automatically think of the information on the magnet. The name and number is handy, and they have seen it hundreds of times, so they will naturally go to the fridge to get the number and call it. Presto! You have a new patient.