Direct Mail Marketing for Audiologists

If you’re like most audiologists, one of your main goals is to increase your overall number of patients. Audiology marketing can take many forms and one of your choices is an effective direct mail campaign. Having said that, do you know if direct mail is a good option for the marketing audiology efforts for your practice? 

Thankfully, the good news is that direct mail marketing is a wildly successful option for marketing in an audiology practice. Not only is direct mail less competitive at the moment, your target patient engages with, and converts, at a higher rate on this channel than any other marketing channel. Direct mail lets you target your desired audience and reach them where they live and work on a daily basis. 

Let’s go into greater detail about what you’ll need to do in your direct mail campaign to effectively reach potential patients.

Patient Targeting for Audiologists

The most important aspect of a successful audiology direct mail campaign is targeting the right people. Whether you are searching for actual patients, or those performing research on behalf of the patients, you need to know what to say depending on who you are talking to.

• Seniors are often considered to be age 65 (or older) and the definition is usually based on retirement age or the age when their social security benefits begin. 
• Boomers refers to the portion of the population that was born between 1946-1965 (often referred to as the “baby boom”).
• Gen-Xers are the people that were born after the “baby boom” and they usually fall into the years between 1965-1980.

Each of these age groups have very different motivations and behaviors in their daily lives. Crafting unique messaging that speaks to their desires will increase the success of your direct mail campaigns.

Direct Mail Design for Audiology Campaigns

The design of direct mail pieces is critical to getting and keeping the attention of patients and also compelling them to contact your office. We’ve put together four areas of focus when it comes to direct mail audiology marketing to ensure your campaign is a success.

1. Make the Visuals Easy to Follow – When designing a special offer or message for your target audience, use an eye-catching combination of font, type size, and color to make it stand out to consumers. The overall direct mail piece design should guide the way you want someone to read the copy. The direct mail piece should include easy to understand visual elements such as headings, subheadings, and white space that makes it easier to read and understand. Remember, many audiology patients are older so larger font sizes and high contrast makes it easier for them to follow along with the copy.
2. Use Great Images – Ideal direct mail pictures are visually interesting and easy to understand. The images should support the message and they can include a high-quality photograph or a professional illustration printed on high-quality paper stock. Engaging images will increase the selling power of your brand if they are representative of the lifestyle of your target audience.
3. The Personal Touch – An accurate data list allows you to segment your prospects based on factors such as geography, age group, gender and income range. Variable Data Printing (VDP) lets you include a personal message with the direct mail piece. The images and calls-to-action will be much more relevant if they are thoughtfully selected before being placed on the mail piece.
4. Strong Call to Action – You can’t afford to be shy when investing in a direct mail campaign. Use a big and bold font as well as an arrow or highlighted box that showcases the action you want consumers to perform. While you can include a phone number or physical address, don’t make the audience read too much copy to determine how to perform their next step. In addition, adding a personal touch with a PURL, QR code, or customized map shows you have their best interests, and a needed solution, in mind.

By following the simple approaches listed above, every direct mail campaign for your audiology practice is guaranteed to provide increased ROI. In turn, this will lead to more calls, more patient visits and a greater number of new patients to the practice.

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