Direct mail may revive a non-returning patient list
Direct mail campaigns are beneficial for businesses, but they are especially helpful to businesses that rely on a steady stream of new and returning patients. According to Kalin Marinov of Chiroeco.com, an online chiropractic community, direct marketing not only keeps patients in the loop - it keeps them coming back.
Professionals who value regular, returning customers - such as doctors and dentists - can create specialized lists of direct mail recipients based on previous customers. By narrowing down their practice's most common customer traits or demographics, a list of fresh leads can be generated and the likelihood of attracting new business may increase.
Direct mail can also help medical practices remind non-returning patients about the business. Although some past customers may not need continued service, Marinov writes that some patients simply forget about the business and services. Reminder-style direct marketing may be especially successful when combined with an offer or incentive for patients to return.
Businesses that rely on returning patients can use a variety of tools to make their direct mail campaigns stand out from competitors, though address verification software can be especially helpful when keeping up with moving patients and incorrect addresses.