Market Focus: Hospital Administrators: Reach the Wellness Pros
Direct Mail and E-mail Responders
Hospital executives are known for working long hours, and as such, it’s best to be efficient and concise when targeting messages to them. Moreover, they spend a good deal of time interacting with others, which necessitates exceptional skills in diplomacy, flexibility and communication, notes the Labor Department when describing this profession. This suggests that a tactful and respectful tone may be a good strategy to use in your promotional campaigns.
Interestingly, list company executives who manage files of health care executives note that marketers are seeing good response rates from both postal and e-mail campaigns. Susan Levinson, a senior account manager at Direct Media, which manages the Modern Healthcare magazine file, notes: “There’s a lot of continuation on both the magazine’s postal and e-mail lists, and some mailers are using both.” She thinks that’s because health care executives are so busy that perusing promotions online may be one way they can save time and improve their own efficiency.
Many B-to-B mailers, Levinson continues, have rented names from the Modern Healthcare file, a controlled-circulation newsweekly for health care executives. Those renting the postal file include, for example, industrial, safety and office supply merchants; education, seminar and training companies; advertising specialty and promotional product suppliers; and corporate gift marketers. Those using Modern Healthcare’s e-mail file include consultative services, software suppliers and other marketers tightly focused on the hospital administrative market, she notes. Almost 80 percent of the magazine’s subscribers hold management positions in hospitals and multi-hospital systems.
Michael Costantino of Edith Roman Associates, list manager for Ingenix, which publishes medical coding books and other tools for health care professionals, also notes that most list rentals for this market are done by B-to-B mailers. Those touting uniforms, office supplies, corporate gifts, waiting room materials and credit cards use the Ingenix lists, he says.