Case Study: Direct Mail
Situation
A healthcare provider decided to expand her business opportunities
by forging new relationships with healthcare providers in allied and
noncompetitive areas, but was uncertain as to the effectiveness
of
a direct mail campaign.
Solution
Working with the healthcare provider, we created three direct mail
letters, each a single page targeted to 1 of the
3
allied healthcare
areas.
The letters emphasized what our client
could
provide to the other
healthcare providers - and also mentioned
what they might
be able
to
provide to our client in return.
Results
As the client continues to make follow-up calls,
the amount of
new
business has not yet been completely determined;
however, the
number of favorable responses to this direct mail
campaign has
approached 30%.
[Note: The expectation for direct mail response
is usually
up to
1%.
Exceptional campaigns might reach as much as 2%.]
As a bonus, one recipient - learning of the particular expertise of our
client - has offered her a consulting opportunity in his practice.
To learn how lessons learned here can help your business, contact:
Lorne Evje [EV-yuh] 415.794.4361 or Lorne.Evje@incontext.us