Create smart marketing campaigns through targeted mail lists

by James Colvin - 06/12/14

As hospital marketing budgets are continually threatened with budget cuts, marketers need to get smarter about how they spend their precious dollars. How can you be sure your marketing is reaching the right people, with the right message, through the right channel? The first step is increasing your targeting accuracy with a database tool that analyzes patient and community data to identify the best recipients. Here's a quick look at how the Intelligent Relationship Marketing (IRM) tool from True North does exactly that.

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First, let's define what we mean by “increase your targeting accuracy." Simply put, any direct mail piece you send to your community has a specific type of person in mind. If you’re promoting joint replacement, you want to find people more likely to need this service in the near future, and who have insurance that would cover this as an elective procedure. On the other hand, if you’re promoting a new urgent care facility, you might want to focus the campaign on those individuals who are misusing your hospital’s emergency department.

Once the target audience is identified, IRM uses a statistical model that evaluates hundreds of variables (not just 2 or 3!) to figure out which ones actually matter—and how much they matter. Here’s a sample of what those results might look like for finding ideal joint replacement patients:

Variable

Importance

Interpretation

Distance to Hospital

50.8

Nearer the hospital leads to higher likelihood of being in target group

Home Ownership

15.7

Home owners are 30-40% more likely to be in target group

Households with White Collar Job

15.6

Higher incidence of white collar jobs leads to higher likelihood

Households with Self-Employed Member

13.3

Higher incidence of self-employment leads to higher likelihood

Time Share Owner

11.6

Moderately likely to own a time share

Low Risk Investor

8.6

More likely to be a low risk investor

Notice these variables go way beyond age, gender, or household income. The model then uses these results to rank each household in your service area by their likelihood to have a person in our target group living at that address. Now we don’t have to shotgun blast out mailers hoping to get a response. Instead, we can focus on just the top 10% of households with a targeted message. Not as many pieces are being mailed (reducing your printing and postage costs!), but they’re being sent to the right people with a message that is relevant to them.

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Now that we’ve talked about how IRM’s targeted lists can help you market to the right people, look for an upcoming post that illustrates how IRM can be used to measure the ROI of these marketing campaigns.

Want to see how more precise targeting translates into measurable results for your marketing? Check out these IRM case studies!

Download IRM Case Studies

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