Hospitals are generally frequented by people who really need to go there. No one that I know considers a hospital visit as something fun. Therefore, most people don't think about which hospital they would prefer to patronize in the future. Obviously, if you have just been packaged up by paramedics due to some emergency, you probably won't have much of a personal preference other than "something close by." Non-Emergency Visits
On the other hand, when people need a medical facility for an outpatient or elective procedure, they often have many facilities from which to choose. Since most of us don't window shop for a hospital, we will select a facility we already know. You, as the hospital administrator, want potential patients to think of you. That is where a good direct mail advertising campaign comes into play.
Direct Mail?
Direct mail campaigns have been very successful for many years. Hospitals, clinic, doctor offices, dentists, and pharmacists have relied on them to make them a household name. Direct mail reaches hundreds and thousands of potential patients for a very modest investment. When compared to radio, TV and print advertising it is quite a bargain. Periodically you have the direct mail product sent to homes and businesses all over town, and the repeated exposure to your hospital's information will allow the viewers to become familiar you. It's simply human nature. Human Nature?
Professional advertisers know that it takes more than one viewing of an ad before it takes effect. If fact, some claim that it takes up to eight viewings before it is etched into their minds. That is why TV and radio ads are played over and over. They are trying to pound their business information into your heads. Direct mail doesn't have that annoying "in your face" aspect to it. The recipient gets the mailer and can read it at his leisure.
The Best Direct Mail Product
Since most direct mail products are paper post cards, a certain percentage of them are immediately tossed into the trash because they are "just another paper advertisement." There is a new product that reduces that chance. It consists of an attractive postcard with a refrigerator style magnet attached to it. Instead of throwing it away, the recipient peels the magnet from the card. Now he has something of value in his hand. The magnet, with all you business information emblazoned on it, gets stuck to the fridge at home, or the cabinet in the break room at work, or on a toolbox in the shop. Every time someone passes by it, they'll be gently exposed to your hospital's information. When they require the services you provide, they'll most likely refer to the magnet and give you a call instead of the hospital down the road.
Contact a reliable vendor and ask for details about this new magnetic direct mail product designed specifically for the healthcare industry.
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Robert writes for FI Health Care Promotional Products, who supplies direct mail products and advertising magnets to Health Care Professionals. He lives in eastern Kansas. A retired police dispatcher, he now resides in the country with his wife and 2 of his 3 sons.
