You know the statistic: you’re more likely to reactivate existing patients than bring in newer ones. You know that nurturing relationships with your existing patients is essential to your practice’s success – but what happens if those patients stop making appointments? Understanding why people have become lapsed patients in the first place will help you identify ways to appeal to them. While you may be scrambling to develop a strategy to get them back, there’s one thing in your marketing kit that can help you reengage those lost patients: direct mail. Here’s why direct mail can be an effective way to reach your lost patients.
There’s no spam blocker at the post office
While email is a great way to reach people, it can often get lost in spam filters. In addition, people are 79 percent more likely to act on direct mail right away (Small Business Trends). How can you be sure your direct mail piece will get the attention it deserves? First, be sure your mailing lists are always up to date. Though there is no spam blocker at the post office, there’s still a chance the mail can be sent back with “return to sender” or “does not live here” written across it. Second, personalization is key. Once you know your lists are up to date, speak directly to your customer by adding a more personalized message on the envelope and the direct mail piece itself.
There’s no unsubscribe button for direct mail
While people are often overwhelmed with the number of emails in their inbox, they are hesitant to toss out direct mail in the way they would delete an email. Because people are more likely to hold on to direct mail, and because people are more familiar with this medium, response rates for direct mail are often higher than other mediums. You can leverage the effectiveness of direct mail by sending targeted messaging to your patients – adding content like “we miss you,” “time to schedule your hearing appointment,” and “we hope you’ve been well,” reminding your patients of their need for your devices.
The envelope can make a big impact
While email is an effective way to alert patients about discounts on hearing devices, they might not find out about them in time if the email goes unopened. Unlike email, your direct mail recipients don’t have to click or open anything to see an offer. How can you do this? Get creative with your direct mail! Send a post card with discounts on hearing devices on the back or add a few notes about your newer devices on the envelope.
Our team came across a case study for the Belgian retailer Outlet Avenue that reinforces the power of direct mail. When Outlet Avenue found that 45% of its customers were no longer engaged, the brand sent them a personalized post card that included an offer. Nearly 64% of these customers reengaged.
Still uncertain how to use direct mail to reach inactive patients? Contact BlueWing Hearing today.