You Can't Expect People to Just Wander Into Your
Office.
The Health Care Industry today is just as competitive as any
other business. Patients are becoming more savvy about their health care and
have begun making choices on their own. Obviously they aren't going to be too
picky where they go if they are having a heart attack...they'll let the
paramedics decide...but when it comes to routine procedures they may have the
option to choose where they go. How will they decide if they are going to choose
your office or your competition's? They will surely pick someplace with which
they are familiar. Here is where direct-mail and promotional products come into
play.
How Do You Get Their Attention?
It's human nature to select someone or something because you
are comfortable with it, right? That trait begins at infancy. Babies don't like
being held by strangers. Once that 'stranger' is around long enough and the
baby sees him enough, he ceases being a stranger and the infant doesn't fuss
when he picks him up. It works the same way with adults. If a person is
constantly being exposed to a business, whether they drive by it daily or see
an advertisement or hear about it from an acquaintance, they begin to feel
comfortable enough to patronize it. There have been many studies that confirm
that phenomenon.
The Nuts and Bolts
A direct-mail campaign is an ideal way to familiarize
hundreds or thousands of people with your facility. An ideal product is a
mailer with a promotional refrigerator type magnet attached. The most popular
product is called "magna-peel." Do a Google search for magna-peel and
look for a business that provides health care promotional products to see some
examples. The recipient peels off the 3.5 X 4 inch magnet from the mailer. The
magnet displays the business information as well as a calendar or other handy
information. These magnets don't get tossed in the trash like most conventional
paper mailers. Instead they find their way to a prominent spot in the kitchen
or workplace, where it is seen on a daily basis. The more people see it...the
more comfortable they become with the business, remember?
They Work!
That's the exact result you want, too. When it comes time
for the person to pick a Health Care facility, they're going to think of your
office right away because is has been etched into their minds by the many times
they have looked at that product on their refrigerator.
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