Capture the Attention of Prospective Patients Where They Live
Sixty-seven percent of movers will select a new healthcare provider within 60 days of moving into their new home. During that time they are flooded with information and competing messaging, making your approach, and timing of that approach, very important. To increase the likelihood that they select you as their healthcare provider, it is critical to execute a new mover campaign that is timely and tailored to their needs. Doing so will improve overall response rates, encourage sustained engagement, and drive physician referrals.
Here are five tactics that will turn new movers into new patients.
- Utilize Multiple List Sources
A new mover campaign is nothing without a high-quality data list. The more list sources the better and the more data points within those lists, such as neighborhood, gender, income range, age, family size, etc., make it possible for you reach potential patients in the right way through tailored messaging based on that data.
- Add Some Dimension to Your Mail
New residents receive dozens of flat mail pieces, so one option to stand out is with a box mailer. Dimensional mail will increase the likelihood that it is opened by the recipient and not discarded without ever being read. By partnering with a company that has expertise in design, production, and fulfillment they can streamline the execution and delivery of the mailer, while also offering cost effective options.
- Combine Both Traditional and Digital Media
In a media-saturated world, brand awareness becomes nonlinear which means that in order to get your message across, outreach through multiple platforms at multiple times is necessary. Enhance your direct mail tactics with targeted digital ads on sites that new movers are engaging with for that extra boost in awareness. To do so, utilize a targeted approach that matches new residents to IP addresses. Matching mailing addresses to IP addresses make it possible to reach new movers online throughout duration of the campaign.
- Personalize Communication Messaging
Make sure your business reply cards, personalized URLs, and landing pages are designed to collect information that will help tailor the next steps in your communication messaging. For example, if a landing page asks for healthcare needs, such as women’s health, be sure to utilize that information in the next step of the campaign when reaching out to discuss specific service offerings.
- Offer Strategic Giveaways
As stated previously, the competition to reach new movers quickly is high. It is imperative to engage with potential patients in the right way. Offering strategic giveaways in exchange for contact information drives quicker responses and creates a long-term positive affinity for your brand.
Curious how this all works? One major healthcare provider employed a 360-degree strategy utilizing these tips and tricks to achieve a response rates over 3 percent higher than the industry average. Even more compelling, the organization accelerated patient acquisition and set the stage for long-term relationships. By the end of the campaign, 54 percent of the respondents had requested to connect with a physician.
For more information on how Strata can help you acquire new patients, click here.
As the Marketing Manager at Strata, Ally conceptualizes and builds compelling multi-channel marketing campaigns to support strategic objectives and business goals. Her previous work at both small and Fortune 500 companies has led to numerous awards and recognition for her marketing expertise. She excels at leading projects from idea through execution, developing content that increases engagement, and analyzing key performance metrics. When not at Strata, you can find Ally frequenting sushi restaurants, watching animal rescue videos, or volunteering for her favorite local nonprofit.