With the average person receiving over 2,900 marketing messages a day, consumers have grown accustomed to a barrage of marketing messaging during their daily routines. Most of these messages are ignored, especially if they’re not relevant to the recipient.
To increase the probability of engagement, many hospitals and healthcare organizations are using multi-channel approaches – a combination of digital and traditional channels to optimize initial outreach, drive long-term engagement, and convert leads.
Digital options, such as email marketing, are an undeniably cost-effective way of reaching consumers and moving them through the sales funnel. However, the most successful marketers complement those messages with targeted traditional marketing efforts. Direct mail is one of the most common – and effective – methods used in the healthcare industry. Why? Because direct mail marketing simply works.
However, given the time it takes to create, print, and send direct mail, it can be expensive. To optimize results and generate ROI, marketers need to be sure that direct mail is being sent to the best prospects. In this effort, propensity modeling can be a valuable tool.