Direct mail might seem like a thing of the past, but in reality it remains a very effective marketing channel. 42.2% of direct mail recipients either scan or read the direct mail they get; it has a 29% overall ROI for businesses.
Direct mail is particularly effective for Hispanic marketing: According to the USPS, 64% of Hispanic Americans say that direct mail is the most memorable form of advertising, and 69% say that it’s harder to ignore than TV ads.
As a medical professional, direct mail can be particularly effective for Hispanic marketing: It can be a great tool for building connections with new Hispanic patients and improving connections with existing ones. As a physical medium, it can be seen by entire Hispanic households, which, on average, are 25% larger than households of other ethnicities.
The last point is key: If you send Hispanic households direct mail about your services, it’s likely to be seen by 25% more people. What’s more, Hispanics are more likely than other ethnicities to store direct mail for later use.
There are several options you can utilize for sending direct mail to your Hispanic patients/potential Hispanic patients:
- Personalized welcome letters in Spanish
- Bios of Spanish-speaking staff
- Brochures in Spanish that highlight current services you offer
- Brochures in Spanish that highlight new services you offer
- Birthday cards in Spanish that are culturally-tailored to Hispanic audiences
- Holiday cards in Spanish that are culturally-tailored to Hispanic audiences
- Your newsletter in Spanish
- Appointment reminders in Spanish
You can place CTAs and QR codes on your direct mail to ensure you get data about how many people read it and take action. Using this simple strategy, you can remind Hispanic patients of your services and bring in new Hispanic patients.
