Virtua Health’s Direct Mail Marketing Builds Community
A healthcare system uses direct mail to demonstrate its commitment to women’s health services.
Mailer Name: Virtua Health System
Date Mailed: March 2017
Based in southern New Jersey, Virtua runs a network of hospitals, physician practices, clinics, fitness centers, and home health services. Because women have particular needs that are met by all of these facilities, it reaches out with information targeting this audience.
Savvy, a quarterly newsletter, represents just part of the Virtua for Women effort. Across 8 pages, it introduces women to practical content, as well as health and wellness services.
This edition sets a positive tone showing a smiling woman on the cover gardening. “SPRING is on its way!” it announces. Three stories are teased at bottom.
Inside, the articles mostly cover a single page each. In some cases, they provide information that could be found in other places, either online or offline.
But other ones try to connect what is being presented with the health system’s overall mission. For example, a first person account of a cardiac episode gives the hospital an opening for mentioning its cardiac support group. And a brief discussion of caring for aging parents, a pain point for many women, allows Virtua to promote services that may help.
To build credibility with your consumers, provide content and services that help them help themselves wherever possible. Simplifying how healthcare brands connect with and help customers also strengthens trust.