What is the objective of marketing communications? Most of our clients would answer this question with the obvious answer “to sell my product or service.” In traditional healthcare brand advertising, the objective is to create awareness or an attitude. Meaning what do you want patients or physicians to think or feel? In direct response advertising, it’s pretty simple; the objective is to always motivate an action. In other words, what do you want them to do? Great direct response advertising has stopping power, delivers an offer, motivates a response and is a one-on-one, person-to-person sales call. And most important of all is measurable! More and more healthcare marketers are beginning to embrace this practice because of its tangible results. However, developing a direct marketing campaign is a process. There are multiple components a marketer must step back and think about before considering implementation.

    1. Establish benchmark goals and develop a financial plan
    2. Determine media strategy
    3. Decide the offer and make it irresistible
    4. Create a message that motivates response
    5. Determine fulfillment plan
    6. Define the metrics for measurement
    7. Build a database
    8. Analyze campaign results carefully
    9. Monitor and optimize the campaign on a regular basis
    10. Test and retest

In the end direct marketing is pretty basic. It’s about getting the right message to the right person at the right time. But remember it’s not just about contributing to your bottom line sales numbers, also think of it as enhancing your customer database. Because in the end that is a true representation of your future business. Have you done your homework?