Wisdom - Real-life 27

Recently, we were asked by a regional healthcare system to assist in marketing its owned, multi-location primary care physician group. We developed a one-to-one marketing solution whereby we variably imaged, printed and mailed cards introducing each doctor to the community. Cards were highly personalized and targeted to the receiving household by name and potential healthcare need. For example, cards intended to market the pediatric portion of a doctor’s practice were targeted to families with children. Those cards featured a photo of the doctor in a setting with kids (in one case fishing with two boys off a boat-launch; in another case with a small girl and her Raggedy Ann doll on a playground; in another case a doctor and a boy with a horse). All photography portrayed the doctor as warm and approachable. Where possible, copy points attempted to feature the doctor’s actual personal interests. Photography also portrayed the doctor juxtaposition with a recognizable community landmark, if possible. Pull-quotes from the physician on the card fronts and backs were personalized to the recipient by first name and set in a script font, as if signed by the physician. On one pediatric focused card, the pull-quote read: “Regina — Our clinic is located just down from Owens Elementary School, north of the Gresham four-way. We take same-day appointments and drop-ins. — Dr. Jim Durrett.” When marketing to the adult portion of a doctor’s practice, cards from the same doctor were targeted to adults, with photography and pull quotes that emphasized adult healthcare issues. For example, we pictured the doctor fishing with an older man on cards aimed at geriatric patients. The pull-quotes changed to emphasize adult issues. Each card is literally a personalized, “one-to-one” marketing experience for the doctor and recipient.

RESULTS: Outstanding! Appointment seekers began to call physician offices immediately following the cards dropping into homes. Because the cards featured giveaway items (umbrellas and calculators), the client was able to accurately track responses. With one doctor, 6,311 cards were mailed. Within 48 hours the clinic had made 42 appointments that could be specifically tracked to the cards. In another case, slightly fewer cards went out and the results were equally encouraging. While the numbers are not large by consumer/retail standards, they are striking in the world of healthcare where patients are counted by the tens and hundreds, not the thousands.

Ron Ragan, Vice President/General Manager, Business Direct Marketing, www.businessdirect.com