Lots of dialogue in the Hospital marketing field. What’s better social media vs direct mail?
Helen Greg posted this list of the 10 most social media-friendly hospitals. These rankings based on how well they use Twitter and Facebook to connect with their audience.
The top 10 hospitals and health systems on the list include:
1. Mayo Clinic (Rochester, Minn.)
2. Cleveland Clinic
3. Baylor Regional Medical Center (Grapevine, Texas)
4. Dana-Farber Cancer Institute (Boston)
5. University of Texas MD Anderson Cancer Center (Houston)
6. Rush University Medical Center (Chicago)
7. Houston Methodist Hospital
8. Memorial Sloan Kettering Cancer Center (New York City)
9. University of Michigan Hospitals and Health Centers (Ann Arbor)
10. Northwestern Memorial Hospital (Chicago)
Now, we all love social media. But, does being social media-friendly deliver the dollars in terms of hospital marketing?
Direct Mail has a Special Place for Health Care Providers
Truth be told, direct mail is the most well-suited marketing channel available for Health Care providers and hospital marketing because it allows for a targeted approach and generates a high ROI because so many hospital and health care services are expensive. Check out this case study on successful direct mail prospecting for mammogram patients.
As a matter of fact, according to Becker’s ASC Review, the competition in direct mail is relatively low for specialist services, such as gastroenterology. Even if just a single patient is convinced to sign up for an expensive treatment, that could justify the entire mailing program for the healthcare provider.
According to USA Today, many healthcare providers are using direct mail marketing to promote their most lucrative services and specialized offerings, including maternity services, cancer, heart and orthopedic care. Including magnets have been successful – read how Thomas Jefferson University Hospital in Philadelphia used magnets in their direct mail to New movers.
Mercy Health Partners is Western Michigan, which is part of the 47-hospital non-profit Trinity Health system, sent a targeted cardiac screening mailing to 7,450 households. That mailing resulted in 1,729 patient visits, or 7% more than in a control group. The campaign generated about $1 million in revenue / over $50,000 in profit for the hospital chain.
“It’s a much more efficient use of marketing dollars”, said Preston Gee, Trinity’s senior vice president of strategic planning, “People like having information tailored to their own needs”
Concierge Practices, with a high membership fee, have also been highly successful using direct mail to reach out to very affluent households who are prime prospects for their services.