Medical Direct Mail – When Do We Mail? Who Should We Mail To?
We've been doing a lot of mailing for medical facilities recently. And the questions keep coming up as to what is the best time to mail — including what time of the year and even which day of the week.
Of course, a lot depends on the type of practice you have and how big you wish to grow the practice. Some of our dental clients are glad to get to the point of a full calendar for one practitioner. A medical practice with multiple doctors and assistants might want an ongoing campaign to grow and scale for greater efficiency. "What is the goal?" is always the first question before a marketing activity.
Sometimes the best prospects for a medical office are those new to the area — the new movers. For over a decade Plum Grove has offered access to 5 Zips of new movers at a very low cost — learn more here.
Months People Are Most Likely to Look for a New Doctor
The busiest months for doctors' offices, and therefore good times for direct mail, are generally January, March, and August. This is when people are most actively booking appointments.
January
This is a peak month for healthcare-related searches and appointments. People are often focused on New Year's resolutions and their health. Additionally, insurance benefits may have just renewed.
March
Another busy month, possibly due to spring break for some, and the beginning of allergy season.
August
A particularly busy month for pediatricians due to back-to-school physicals and vaccinations.
Fall (September–November)
An additional high-conversion season as people prepare for the end of the year.
Months People Are Least Likely to Make a Doctor's Appointment
The slowest months for some specialties — and therefore potentially less effective for direct mail — are generally February, April, June, and July.
February
One of the least busy months for pediatricians.
April and May
These can be slower months for some specialties like optometrists.
Summer (June–July)
While some sources say summer is a slow time for doctor's offices, others suggest it can be a good time for direct mail because there is less competition.
Months with Varying Statistics
Fall (September–November)
Often a high-conversion season as people prepare for the end of the year.
November and December
Generally the least busy months for most doctors. People are often busy with holidays and may postpone non-urgent appointments. However, with Health Savings Accounts, some accounts sunset — spend it or lose it — so people will look to use all their funds before the end of the year.
Recommendations for Your Direct Mail Campaign
Targeted Campaigns
Consider the specific type of practice. For example, a pediatrician would have a different peak season than an allergist. You know when you are busiest. While in some ways it might be a hassle to get more appointments and to be too busy at the peak times, those are the times to bring in new patients.
Less Competitive Seasons
Sending direct mail during less busy months like the summer can be effective because your mail is less likely to get lost in a pile of other mail.
Timing is Key
The day of the week your mail arrives can also make a difference. Midweek (Tuesday, Wednesday, Thursday) is generally considered the best time. Avoid Mondays and Fridays. At Plum Grove, for our clients with larger mail drops, we can arrange for our trucks to deliver to your nearby Post Office sorting center (nationwide) on a Monday or Tuesday so mail gets in the home mid-week.
The Mailing List
Plum Grove rents mailing lists and has for over three decades. Deciding what list is the right one to mail to again will depend on your specialty and target audience of opportunity.
Is every household a potential patient?
Dentists, optometrists, chiropractors, and even fitness and diet facilities are some practitioners who can offer services to most all households. Geography is a big driver of response for these practices — how far do they need to drive to see you and how comfortable are they getting to your place of business? We typically recommend mailing using a saturation mail list, picking the areas that match income levels to fit your practice.
Are seniors your market?
Audiologists and medical practices specializing in senior care can target their audience. Mailing lists are available with age, income, home value, and more. Did you know that seniors living alone are less likely to buy a hearing aid than those living in a home with two? It does make sense — nobody yells at you to turn down the TV at night.
What about medical lists — people fighting a certain malady?
Because of HIPAA regulations, most medical lists we get asked for are not available. There are some specialty lists that you can rent; however, they are pricey. If you have an interest in a specialty list reach out to us and let’s see what we can rent for you.
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