Unlocking the Power of Direct Mail in Healthcare: A Smart Strategy for Cross-Border

Considering the use of digital solutions in marketing activities across different industries, people may underestimate the power of direct mail marketing. That said, among the various marketing strategies in the healthcare space, direct mail continues to be an effective technique used by marketers. Indeed, while email marketing and online advertisements are go-to solutions for marketers these days, organizations can also leverage direct mail in healthcare to promote services, engage patients, and develop longstanding relationships with their target audience.

If you are looking to understand how this method still remains effective even with the growing use of digital healthcare marketing strategies, you are in the right place. In this article, let us explore the key reasons why this technique still works. Also, we will help you understand how to launch a direct mail campaign in the healthcare space and use this practice of sending physical mail for cross-border medical communication. So, by the end of this article, you’ll even know how to send mail to Canada, Mexico, or any other country.

The following pointers can help one understand why this healthcare communication tool works: 

#1 - HIPAA Compliance and Security

Direct mail sent by any healthcare organization should adhere to the regulations of the Health Insurance Portability and Accountability Act, or HIPAA. The compliance ensures the secure handling of Protected Health Information or PHI so that specific patient-related information remains private. 

PHI includes data that allows one to identify a patient. For example, the healthcare services availed by a patient, their physical or mental health issues, and payment for the services. Note that it also covers medical histories, test results, past as well as present mental or physical health conditions or any other data that a healthcare company may accumulate to determine appropriate care for the patient.  

#2 - High Engagement Rates

Sending direct mail for health check-up invites, medication adherence messages, and appointment reminders can be a great way to boost patient engagement and form longstanding relationships. 

#3 - Trust and Personalization

Direct mail for patient outreach can help build trust and credibility. Indeed, through this communication channel, healthcare organizations can showcase their expertise and share patient testimonials and success stories. Since people have a tendency to trust printed materials, these elements can play a key role in influencing individuals to choose their healthcare services. 

Also, effective strategies concerning direct mail in healthcare should involve personalization. For instance, when sending messages using this marketing technique, organizations should send customized messages based on various factors like medical condition, age, particular healthcare requirements, location, etc. For this reason, customer segmentation is crucial to make the most of direct mail. Also, marketers can leverage data analytics to create tailored direct mail campaigns that address individual preferences and requirements. 

#4 - Omnichannel Integration

In addition to direct mail, one can leverage email marketing, SMS, and social media campaigns to ensure omnichannel integration. This can boost engagement and ensure consistent and seamless interactions. 

Let us look at the different types of direct mail in healthcare. 

#1 - Appointment Reminders

One can use physical mail in the form of letters or postcards to remind patients of their appointments. This will help ensure more patients turn up on the date of their appointment. Also, these reminders can aid in the prevention of illnesses and the early detection of health-related issues. Moreover, such communication can improve relationships with patients. 

#2 - New Patient Welcome Kits

For onboarding new patients, sending welcome kits via direct mail can be a great initiative. It improves engagement and can play a key role in improving their patients’ satisfaction levels. The welcome kits can highlight the specialty of the healthcare provider and other key details. 

#3 - Wellness Newsletters 

Organizations can send wellness newsletters to keep patients informed regarding forthcoming screenings and check-ups. These newsletters should also include tips that one can follow to stay health and improve their lifestyle. They can use personalization based on factors like medical conditions, age, etc., to encourage individuals to make appointments.

#4 - Seasonal Check-Up Campaigns 

Organizations can also use direct mail to promote seasonal check-up campaigns. The letters or postcards should highlight the benefits of these campaigns and have a call to action that allows them to book an appointment easily. 

#5 - Health Screening Invitations

It is possible to use direct mail to send invitations to upcoming medical screenings. For instance, organizations can send postcards that have information related to certain services, for example, general health check-ups and cancer screenings. 

#6 -  Medical Billing Statements

A healthcare organization can also send physical mail to patients to send their billing statements. It can inform individuals about the money owed by them to a healthcare provider, and also the payment methods they can use to clear the dues. Sending billing statements can help organizations improve revenue collection.

Direct mail in healthcare can be a useful way to reach patients worldwide. Through physical mail, organizations can provide information regarding upcoming health check-ups, specialty treatments, etc. 

Let us find out what key factors to consider when sending direct mail for cross-border healthcare communication.

#1 - Address Formatting

Without proper address formatting, one cannot ensure that the patient will receive the physical mail. Hence, it is vital to enter all the correct details related to the patient’s address while adhering to the best practices in terms of formatting. This includes writing the full name, writing the complete residential address with the exact street number and postal code mentioned in the valid address proof shared by the patient. Also, it is ideal to avoid practices that are not followed globally when sending direct mail. 

#2 - Postage Requirements

Note that the postage requirements vary across countries and postal services. Hence, it is vital to know about such requirements first before sending cross-country physical mail for medical communication. For instance, individuals should know about the factors that determine the postage rate.  

#3 - Customs and Content

There are various rules and regulations regarding content and customs for cross-country direct mail. Moreover, such rules vary from one country to another. For example, the items with commercial value being sent via physical mail require a customs declaration. Also, organizations have to provide a comprehensive description of the package’s content. 

Also, the sender should know the list of prohibited items to ensure legal compliance and customs clearance. Moreover, it is vital for a healthcare organization to ensure that it has the necessary licenses required to send specific items via cross-country direct mail.

Let's examine the steps organizations can take to launch a successful direct mail campaign in healthcare. 

• Step 1: Define Your Goal: The first step involves setting clear goals that the organization aims to achieve via the campaign. For example, their objective might be to announce the introduction of new treatments or increase the number of bookings for regular check-ups.
• Step 2: Segment Your Audience: Next, it is crucial to categorize the audience on the basis of specific factors, such as location, age, medical conditions, etc. 
• Step 3: Design with Purpose: In the next step, it is vital that the marketing team collaborates with designers to design the contents of the mails, for example, postcards or newsletters, with a clear intent that is in line with the clearly-defined goals of the campaign. 
• Step 4: Print and Automate: Once the designing is complete, the organization must print the materials and send them. Individuals can make use of automation for sending physical mail pieces to the right customers on the basis of data-driven insights.
• Step 5: Track and Analyze Results: Lastly, it is vital to track the data to figure out which postcards, newsletters, etc., are producing the best results. It also allows them to make necessary adjustments in future campaigns to get better results.

There’s still a lot to look forward to with regard to the future of direct mail in healthcare. With the introduction of more digital marketing solutions that leverage advanced technologies, marketers in health care organizations can integrate this form of advertising and communication with other channels to raise engagement and improve retention significantly. With time, direct mail won’t be just about sending newsletters, letters, or providing information to increase bookings. It will have a key role in boosting the overall customer experience. 

Direct mail in healthcare continues to be a highly effective tool for marketers as they look to improve engagement with their target audience. By adhering to the best practices concerning this marketing strategy, organizations can create effective campaigns that can enhance the satisfaction levels of their members or patients and help achieve their set goals.