PartnerMD Promotes Convenient Concierge Service With Direct Mail
A concierge healthcare practice reaches out with direct mail to prospective patients.
Mailer Name: PartnerMD
Date Mailed: September 2016
For 20 years, this alternative to the traditional medical practice has been growing slowly across the country. The concept of personalized medicine goes under various names, such as concierge medicine, retainer practice, and direct care.
And although operational details differ, the most common element is the payment of a membership fee by the patient to ensure more access to one’s doctor. As a result, these doctors carry a smaller amount of patients.
This direct mail piece was mailed by PartnerMD, a practice with locations in Virginia, Maryland, Georgia, and the Carolinas. It focuses on how this kind of arrangement benefits the patient, and in turn, their family. The front of the 5-panel 5-1/4”x7-1/4” self-mailer shows a smiling, relaxed mother being kissed by her children. “You’re a MOM. You don’t have time to be sick” it says.
Inside, starting with the left-most panel, the copy and photos combine to advance the argument. “[Y]our child’s needs come before yours,” it says. “What if you had a doctor who makes it easy to get care and is personally committed to keeping you healthy?”
It seems like a tall order, but subsequent panels, as they unfold, bolster the case for the practice. For example, when a parent has “Lessons to teach,” it can provide “phone consultations” and “coordination of specialist appointments.”
One panel of the direct mail campaign deals with the uncertainty many prospects likely feel by using a set of bullet points to lay out some of the details about concierge service. Before following the first call to action – to visit the practice’s website – this begins the job of demonstrating value to the customer.
The next panel includes photos of the two doctors from the nearby location. “They know the balancing act you face,” the copy reads, disclosing that both doctors are also parents. This further builds credibility.
A higher standard of care and service requires a careful plan to educate a skeptical target audience, and get them to convert.