Three Steps to Optimize Marketing ROI
Solution: Promote the procedure (and, indirectly, the use of the device) through primary care/general physicians. In most cases, it's the family doctor who first recommends specialized procedures or refers the patient to a specialist.
From that analysis, the company developed a sophisticated geographically-targeted marketing campaign aimed a primary care practitioners. They receive a personalized postcard explaining the procedure and its benefits, along with a list of certified surgeons within an hour's drive of their office. They're also told of a Web site they can visit and a toll-free number they can call for more information. The doctors also receive a point-of-purchase display that holds postcards containing the same information, which patients can take with them. Patients who inquire about the procedure through the company's Web site or call center receive a personalized letter reiterating the information on the point-of-purchase display and, again, listing the names of certified surgeons within a 50-mile radius of their homes.
The fulfillment end of this campaign is critical to its success. It involves creating lists of general physicians within specific geographic areas, then matching those lists against lists of certified surgeons within the specified radius of each general physician's office. To roll out a campaign within a given geographical area, Company A simply enters the ZIP code its targeting to Comac's Web interface. Comac's system creates the list of primary physicians and surgeons, personalizes the materials and ships them within hours. The use of preprinted color shells for the postcards, combined with digital print for personalization, makes this approach highly cost-effective. Comac also personalizes and mails the letters sent in response to patient inquiries, using HIPAA-compliant security measures to protect personal information.
CASE STUDY #2: Company B is a supplier of uniforms and other industry-specific apparel. The company's previous fulfillment vendor frequently failed to deliver requested marketing materials and invoices accurately and on time.