Mail still reaches people who don't search or scroll. A postcard can introduce your practice to every home within a few miles. It can also cost thousands and bring no one. Test one small mailing, measure it and only then mail more.
Who to mail
- Homes near your practice, within your drive-time area.
- Neighborhoods that look like your members: young families, working adults.
- The postal service offers neighborhood mailing by route, which avoids buying a list.
What to put on the card
- A headline that names the benefit: "Your doctor, by text. $X a month."
- The doctor's photo.
- Three things included.
- A short web address or QR code that goes to a page made for the mailing.
- A date: an open house or a deadline to book a meet-and-greet.
Run a small test
Mail one or two routes first. Use a page or code only the postcard points to, so you can count responses. In a made-up example, 2,000 cards cost $1,100 to print and mail. You get 15 visits to the special page and 3 new members. That's about $367 per member.
Decide what's next
If the cost per member is below what a member is worth to you, mail the next routes. If not, change the card once and test again, or stop. What a member is worth.
In your books
Record printing and postage in your advertising account with a note on the campaign, so the cost lines up with new members.
What I'd do this week
- Map the routes within 15 minutes of your office.
- Draft one card with a price and a date.
- Build a simple page the card points to.
Common questions
How many times should I mail the same homes?
Test it. Mail the same homes again a few weeks later and compare the responses.
Is it better to mail members' neighbors?
You can test it. Mail one route near current members and count the responses.
Should I include a discount?
Try a deadline first, then test a discount against it.
Want campaign costs matched to members?
We reconcile every account every month and send your P&L and Balance Sheet by the 15th, so you can see what each new member is worth and what it cost to get them. If that's what you need, apply to work with us.