Archive for June, 2019

In a Digital World, Does Direct Mail Still Work?

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Gaining customers starts with awareness. Even though the Metropolitan Methodist Hospital is one of the more well-known hospital systems in San Antonio, their Emergency Room facility at the Quarry Market Shopping Center was relatively new, and residents didn’t always remember where they were located. So, the hospital reached out to Robot Creative for help with an awareness campaign.

The challenge was to get word out to the families living around the Quarry Market about the full-service ER right in their neighborhood. To do this, we presented a plan that included digital marketing blended with traditional forms of advertising like community outreach and direct mail.

According to a research by the Data and Marketing Association conducted in 2018, direct to consumer advertising has a response rate ranging between 5% for prospect lists (possible customers) and 9% for house lists (current customers). Physically handling a post card can create a different response than seeing an ad on a screen. According to stats quoted by the USPS, a majority of consumers feel mail is more personal than the internet and prefer it as the format for unsolicited information on unfamiliar companies.

Knowing that the tactile effect of a physical mailer was likely to have a good response rate, we developed several campaigns featuring hyper-local content that would appeal to our target audience.

  1. Post Cards – We designed and sent post card series to family households in the targeted region around the ER. These included information on the location of the facility as well as a brief description about services and unique qualities of that facility. There were two series, one with designs that featured local students/parents and one with prominent residents from the area. This gave readers familiar faces with which to identify and engage. We also included static and variable maps, showing each household’s unique directions from their location to the ER. This personalized and local experience made these mailers more relevant for residents in the area. Imagery from each campaign was utilized in both social and print advertising during the same time frame, increasing frequency and reach on the selected audience.
  1. Magazines – We also created a special magazine, In the Loop, to specifically reach new residents who recently moved into the same neighborhoods. These magazines gave a more in-depth overview of the Metropolitan Methodist Hospital and Quarry ER, still including information like location, but also education on preventative care and when to visit the ER versus an urgent care center or a full-service hospital.MMEC In The Loop Magazine

Compared to their peers within the system, the patient count at the Quarry ER increased 18% in the first year of this effort, while the system average declined. This proved that awareness campaigns utilizing a multi-touch point approach can and do work for B2C marketing.

Need more customers coming into your location? Contact us today to develop a winning strategy.