3 Steps to Amplify Conversion Rates from Print Campaigns for Health System Marketing
As the world continues to move into the digital era, it can seem as though print marketing is a relic of the past. Newspapers are becoming smaller and magazines are switching to online-only publishing, giving the impression that print is fading away. However, that is not necessarily the case. There is some debate about whether print marketing is obsolete, but a closer look reveals that health systems are still investing significant dollars in print marketing, begging the question, “What is the best strategy to amplify the impact of print marketing dollars?”
Whether it’s sending simple mailers that inform patients of an upcoming heart walk or a spread in a print magazine meant to inspire healthy lifestyles, print marketing is alive and well. In fact, many people are more likely to pay attention to print marketing than digital marketing because there is less of it. If you’re looking for ways to see conversion rates rise from print campaigns, follow these three steps to get results from your health system’s print marketing efforts.
Step 1: Buy or Rent Target Consumer Address Lists
Licensing or renting lists can help bolster your in-house database of customer and prospect addresses. Data compilers like Experian or KBM Group let you choose lists based on hundreds of criteria. KBM is especially focused on healthcare, making it a great resource for this purpose.
Select a list based on household address, age, income, the presence of children or elderly, whether they likely have or do not have commercial, Medicare or Medicaid insurance and more. Clients can also order these lists through PatientBond. Licensing the right lists can help you expand your patient acquisition abilities.
Step 2: Better Understand and Target Your Prospects
One of the most important aspects of marketing, whether print or digital, is to accurately target your prospects with messaging that appeals to them. Psychographic segmentation, or the ability to classify people by their attitudes, lifestyles and values, is an important way to focus your lists. PatientBond uses its proprietary psychographic segmentation model to classify healthcare consumers into one of five groups based on their unique motivations and communication preferences, and each segment requires its own engagement strategy:
Self Achievers: The most wellness-oriented and proactive in managing their health. Motivated by goals and achievement.
Balance Seekers: Also wellness-oriented but open to many options and choices in pursuing a healthy lifestyle. Independent and de-prioritizes the role of physicians.
Priority Jugglers: Reactive to personal health conditions but proactive in getting the care their families need. Driven by duty, dedication and self-sacrifice.
Direction Takers: Desire directive guidance from healthcare professionals. They pay for expertise and are higher utilizers of the healthcare system.
Willful Endurers: The least engaged in health and wellness, they live for the moment and need immediate attention and gratification. They are not necessarily unhealthy, they just do not prioritize healthy living or preventive care.
For example, if your goal is to increase visits to urgent care centers, it’s important for you to know that over 50% of all visits are from one psychographic segment: Willful Endurers. If you’re looking to launch a diabetes campaign, Self Achievers and Direction Takers are your best segments to target according to PatientBond’s national market research on healthcare consumers.
No matter if you’re using an in-house database or if you’re going to purchase or rent a third-party list, like in step one, segmentation is important. PatientBond has pre-segmented the entire population of American adults according to its psychographic segmentation model and can help you filter your list. This way you can include only your target segments in your print campaigns, which can save you money and increase conversion rates. You’ll have smaller mailing lists, but they’ll be full of people more likely to convert. In fact, cost-per-customer or patient acquisition can become lower for print and direct mail versus email.
Step 3: Tailor to the Recipient’s Segment
Once you know the segments of your target recipients, you’ll need to adjust your messaging to them. People in different psychographic segments differ greatly in approach to healthcare communications. For example, Balance Seekers are open to many ideas and sources of information. Direction Takers, on the other hand, prioritize information from healthcare professionals.
For Priority Jugglers, their family’s health comes first. They will proactively do anything they can to help their loved ones. The design for the front of a 2-sided piece of direct mail below leans into that motivation and puts the family at the center to activate the desired response.
Self Achievers, on the other hand, are proactive when it comes to their health. Appealing to their need for goals and achievement, as in the example below, is a great way to target this group.
By customizing the content of a campaign with segment-specific messaging and design, it will help you increase conversions. This is also a great reason to continue using print marketing. Some segments are more likely to prefer print to digital marketing. Especially for older generations, receiving a piece of mail resonates more than receiving an email to an account they rarely check or is cluttered with spam.
Making the Most of Print Marketing
Even implementing only one or two of these steps will help improve your print marketing results. However, following all three will yield the highest conversion rates. If you’re unsure which segments you should target, or what kind of messaging you should include for each segment, contact us. PatientBond provides you with psychographic segmentation power from our model that has been built through years of experience and insights from consumer industry leaders like Procter & Gamble. We use updated primary research studies and data analytics to create the five-segment model, and through these studies and machine learning, we can segment almost every U.S. adult.
When it comes to healthcare marketing, print isn’t dead. But combining a solid print strategy with the kind of segmentation available in digital platforms like PatientBond is the best way to see results. Learn more about our innovative approach and download our case study on patient acquisition.