Author: Megan O’Neill 
A picture is worth a thousand words or this case an increase in responses. Below is the detail of a direct mail campaign we did for a local hospital, how it started and what we added it to make it better.
Client: Local hospital
Target audience: New residents in a defined geographical area
Program objective: Increase awareness of family healthcare providers associated with the hospital group in the Lancaster County area
Description: Direct mail predesigned by the client to send out to the new movers in an 18 zip code area. The theme was ”We’ve got you covered”. In addition to providing information on healthcare providers the mail piece asked the recipient to take a short online survey and receive a gift.
How we helped: We enhanced the mail piece by adding a band aid as a closure to further simulate the “We’ve got you covered” concept. We added personalization to the piece. Who doesn’t like to see a mailing that has your name on it? We also created a domain specific to this campaign. Next we gave each recipient their own pURL. In this case the pURL directed them to their own welcome page on the internet and invited them to fill out a 5 question survey. The survey asked simple questions age, gender, what influences your decision on choosing a certain doctor, contact preference. As a thank you for filling out the survey the recipient received a complimentary first aid kit with welcome letter in the mail.
Tangibles: 6×9 full color mailer with 5.5 x1.5” band aid closure with 4 channels of personalized text and personalized URL’s, 8.5 x 11 full color welcome letter, 46-piece first aid kit.
Results: Through real-time dashboard reporting capabilities of the PURL, the hospital was able to track individual responses to allow the practices to make contact with potential new patients to their area. After tracking for a period of 3 months we added a picture of the first aid kit to the piece which increased the response rate by nearly fifty percent.
The Integrated Marketing Solution Process:
- 40% of a direct mail campaign’s success lies in selecting the right list. Make sure you have chosen the right audience for your direct mail campaign
- 40% of the success depends on the offer. Make sure your offer is relevant, complementary to the campaign’s theme and valuable enough to generate a response.
- 20% of the campaign’s success depends on the creative. Make sure your direct mail piece is attention grabbing.
Call MuiltGraphic Marketing for your next direct mail campaign! We help you get your targeted message out with higher response rates and measurable results!