Question

Topic: Advertising/PR

Direct Mail Dvd To Health Care Consumers

Posted by brian on 7/15/2010 at 2:00 PM ET 125 Points
We are considering producing a video for a surgical practice and mailing it to a list of qualified leads (potential and current patients). The goal in this case is to ensure these consumers are aware of our surgeons... their expertise and capabilities... and to demonstrate their bedside manner, how they are not only qualified but very personable and worthy of a patient's trust.

We have no doubt that we'll be creating a compelling, cost-effective video, but are more concerned about the tactic of mailing it to the consumer. The plan is to create a mailer that serves as a fairly flashy capabilities piece that contains the DVD.

Can you share best practices on mailing DVDs for this purpose? Is this a good idea? Cost isn’t so much a concern in this case. We’re looking for a solid way to make an emotional connection with a targeted group within a limited amount of time.

Also, we have an existing relationship with the targets so they are somewhat likely to watch the video, but any tips someone can offer that will help ensure they watch it would be very helpful. (Ideas on packaging, etc.)

Thanks!
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RESPONSES

  • Posted by CarolBlaha on 7/15/2010 at 2:46 PM Accepted
    I think you should call them first. Or have some offer that will have them requesting the info. It would be a great follow up call-- someone calling, telling them they are late on their check up, can I schedule that. And oh, BTW, we have a DVD about us-- can we send it? Our gift to you for being a valued patient. We care enough to make sure youre up to date on the latest and greatest Or give it to them as they come into the center.

    You are going to find some of your clients are dead, moved, changed docs, etc etc.

    Here is a recent related story. My hubby/biz partner and I attended a trade show over 6 months ago. We offer independent floor ispections as well as sell as manufacturer rep. Bottom line we don't sell product, but we assist in resolving warranty issues.

    Yesterday a fedex package came. This company just took his biz card, didn't make any notes as to what we do and send a large package, with samples etc. Must have cost them $25 each-- just in material.

    If they would have prequalified us, we would have told them what we do and save the mailing. And 6 months since the show? Even if I bought product they'd have made a warm call a cold case.

    I can envision marketing (not sales) thinking oh great, a big quality piece, how can they ignore us. This was an international show, so who knows how many they sent out in vain.
  • Posted by AdsValueBob on 7/15/2010 at 3:37 PM Member
    "The goal in this case is to ensure these consumers are aware of our surgeons... their expertise and capabilities... and to demonstrate their bedside manner, how they are not only qualified but very personable and worthy of a patient's trust."

    "(potential and current patients). "

    "We’re looking for a solid way to make an emotional connection with a targeted group within a limited amount of time."

    All nice but . . . . . ? Can we assume your business is cosmetic surgery?

    Current patients - should already know. Potential patients - of a certain age / economic / gender profile - not selected based on need or desire?

    I don't hear words like before / after, testimonials, enticements / offers, referrals / recommendations, accreditation, procedural quality control, etc.

    Referrals (written and live conversations with past patients) would probably give you the better bang. You telling how great the practice is in a fancy mailer will more often be viewed as marketing eyewash, but a real patient adds real kick and credibility to the same message.

    Also - consider creating and simply communicating facets of the business that stand out that clients VALUE and CAN'T or DON'T get from other providers like personal home visit from doctor to check recovery, or 24 hour access to a doctor, etc.

    A person commented to me of a doctor who sent a very fancy marketing piece AFTER they contacted the office "This piece is too fancy - they must be overcharging" - and that person didn't further consider their services.

    A more subtle marketing piece with a web site video may catch more fish, be more cost-effective, be able to be changed as feedback arrives, and can be sublemented with online advertising.

    One final comment - you indicated "in a limited amount of time". Are your prospects going to all of a sudden undergo a surgical procedure just because you're a great bunch of doctors and sent out a mailer?

    Call me if you desire for a more interactive conversation.

    Sincerely,
    Bob
    AdsValue.com
  • Posted by Jay Hamilton-Roth on 7/15/2010 at 4:45 PM Accepted
    Why not make the video more immediate - show it on your website using a personalized URL for each of your prospects (send each a nice note with the PURL)? That'll allow you to know who's interested in your video/services and better follow up with them. It'll also save you postage and allow people to easily share the video with others via email.
  • Posted by CarolBlaha on 7/15/2010 at 4:47 PM Member
    Or to expand on Jay's post-- put it on Linkedin. Build your fans.
  • Posted by brian on 7/20/2010 at 12:10 PM Author
    Thanks to all who contributed answers. Great idea, Jay, but we're limited by only having mailing addresses in this case. I'll keep that in mind, though.

    Carol - you definitely make a great point. Excellent suggestion. Thanks so much.


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