The audience/list has more to do with the success or failure of a promotion than any other component of a direct mail promotion. Regardless of how strong the creative and message may be, if the message isn't communicated to the right audience, the overall impact will be compromised long-term.
And it's an area where Creative Marketing Programs excels.
Surprisingly, few healthcare marketers spend the appropriate amount of time and energy to accurately pinpoint their audience. In an effort to make sure everyone knows about the promotion, they often choose to communicate with the people on the fringes, thus lowering the overall performance of the campaign.
One step often overlooked is building existing patient "profiles" for individual product lines. If you can determine utilization as a percentage of population segments, you can make an educated decision regarding which segment will produce a positive return on investment. Marketing only to those people with the highest propensity to be utilizing your services inevitably increases the promotion's success.
If your promotion dictates communicating with non-patient households you will need to purchase an outside list. Regardless of which list you use, one of the largest problems encountered is deliverability. Most nationally compiled files have a 5-12% undeliverable rate. In other words, a mailing of 25,000 can include 1,250-3,000 undeliverable pieces. That's a staggering inefficiency.
To counteract this effect, CMP has developed a list hygiene process that is rigorous, to say the least. In fact, we are so confident of the deliverability of our lists, we will refund list cost plus postage for any returned mail pieces.
Through a variety of steps, CMP lowers the "undeliverables," which in turn increases the effectiveness of the promotion.
In addition to list acquisition, we also help clients manage internal mailing lists and review all promotions to ensure they are HIPAA compliant.
Find out more about how you can benefit from Creative Marketing Programs' expertise. Please send us an e-mail (getresults@cmpkc.com), or give us a call at 800-373-6843.
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