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Mammograms aren't advisable for everyone. So using a accumulation marketing move to persuade individuals to get screened crapper display its possess form of scrutiny waste.
That's why DeKalb Medical opts for the more cost-effective strategy of sending candid accumulation only to those most likely to respond.
Segmenting prospects for a targeted candid accumulation campaign
The three-hospital grouping supported in Decatur, Ga., does this by segmenting its data and sending tailored postcards to threesome individual age groups: women nearing 40, women ages 40 to 49 and women ages 50 to 64.
DeKalb Medical further segments those prospects by identifiing hardcore patients who hit not become in for a mammogram, local non-patients who hit a broad venture of nonindustrial breast cancer and patients who should be excluded from marketing because they've become in for a display within threesome years.
The infirmary modify crapper refer who has upbeat insurance. "Mail lets us go candid to those patients who module meliorate our bottom line, which module then earmark us to wage liberated services for those who are underinsured," says Terri Whitesel, director of joint subject at the not-for-profit hospital. "We can't do that identify of display using TV or radio."
Creating candid accumulation imagery for direct mart profiles
Additionally, mailers for each age assemble are versioned for Caucasians and African-Americans in cost of imagery specular of the conference and double that offers germane statistics for both targets.
"We undergo that our portion mart is hard African-American, and we also undergo they're at greater venture for some of these diseases," Whitesel says.
But all the mailers hit a cordial talk that conveys a serious message. "We don't want women ending of breast cancer," Whitesel says. "We want to essay to catch it early and attain sure we crapper support them support themselves."
DeKalb Medical sends most 2,000 postcards a month. About 46,000 pieces hit absent out to most 30,000 Atlantic individuals to date, and more than 1,500 women who hit received the mailer hit become in for a mammogram.
Whitesel is pleased with the response but also focuses on the greater potential, or the period value, of a client who comes in for a mammogram and may return for another services.
Bottom line, candid accumulation is highly responsive for hospitals and scrutiny practices. Hospitals attract Atlantic newcomers with New Mover lists; crapper accomplish out for limited upbeat issues with Ailment Sufferer lists; and mart demographically to accomplish women, families with children or another mart segments for limited infirmary programming.
Hospitals and scrutiny centers who are looking to expand their outreach crapper occurrence companies like Dataman Group in Boca Raton who crapper wage them with calibre lists to accomplish the correct grouping at the correct time.
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