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Posts Tagged ‘Ailment Mailing Lists’

Medical Mailing Lists

December 10th, 2008

To better understand the types of medical mailing lists available on the market today, you must first understand how the mailing list is compiled.  Medical Mailing Lists can be categorized in two ways; consumer’s mailing lists of people suffering from an ailment, or a licensed professional’s mailing list of people employed in a medical profession.

Ailment, OTC Drug, and Rx Mailing List Compilation
This mailing list includes self-reported information on a variety ailments, OTC (Over the counter) drugs used for the treatment of ailments, and prescription drugs used for these ailments.  All mailing list information on the mainstream market is HIPPA compliant as the only information that can be captured and resold for direct mail marketing purposes are those that are self-reported by the sufferer themselves.  So you can imagine that for every ailment sufferer that willingly self-reports their illness or prescription usage, there are a much larger database of sufferers that never make it onto a mailing list that’s found within the direct marketing industry.

Licensed Professionals Mailing List Compilation
This mailing list includes those licensed professionals who register themselves with the state in order to hold a license and practice their profession.  Therefore, the licensed professionals mailing list is only as good as the state reports.  Should someone change professions, this change in profession doesn’t register with the state until time of renewal.  The assumption is made that the vast majority of doctors, nurses, and medical professionals who get into the practice, usually stay in this profession until retirement.  Each year, most states require most professionals to renew their license making it easy to identify and omit those professionals getting who are no longer practicing.

Additionally, it’s worth noting that when someone on the mailing list relocates to a new address, so long as this person fills out a National Change Of Address and the mailing list owner passes their mailing list against the NCOA database, the new address field would be corrected and accurate.

Dentist Mailing List
One of the more popular mailing lists is Dentists from the ADA.  This mailing list includes who are members and non-members of the ADA.  The selects on this mailing list include the type of practice, demographic information such as age and income, and some education information such as the dental school and graduation year.  The mailing list also includes the preferred mailing address of the dentist.  The ADA requires a sample mail piece before using the list.

DO’s from the AOA is a good source for hospitals targeting specific professionals within the hospital, HMO and PPO decision makers, nursing home management decision makers, group medical practice by group size, and pharmacies and pharmacists.  This is certainly not all but gives you an ideal of the mailing list data available from the AOA.

Other popular health professionals are audiologists, acupuncturists, chiropractors, counselors, dental assistants, dental hygienists, dental radiographers, dieticians, massage therapists, midwives, nursing assistants, nursing home administrators, nurse practitioners, occupational therapists and assistants, opticians/optometrists, paramedics, pharmacists, physician assistants, physical therapists and assistants, practical nurses, RN’s and LPN’s, social workers, speech/language therapists, and veterinarians.

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Ailment Target Marketing

December 9th, 2008

Great improvements have been made to not only identifying a better direct mail ailment audience but also how this mailing list data is now utilized. This site contains information about ailment direct marketing is designed for the direct mail marketer. It’s written to help build a baseline education on the various types of mailing lists available on the market and how they are compiled. It also offers some insight as to how the savvy direct mail marketers utilize ailment data to better communicate to their desired target audience. The goal is to not only build a better mailing list, but to also make the mailing list data work better for the direct mail campaign and business in general. Mailing list data can be used to not only get the direct mail message to the right people but also to help in measuring response from various campaigns done in the past. The more today’s direct mail marketer can test and measure their direct marketing campaigns, the more able they will be to achieving a higher return on their investment.

The medical marketing industry encompasses more than just the pharmaceutical industry. This industry also includes rehabilitation, diet and lifestyle products. Direct mail is becoming more and more successful at pinpointing a better direct mail marketing audience by using enhanced mailing list techniques. Direct mail is also becoming more advanced in qualifying the most ideal audience for a particular product or service. This is due to both the advances in mailing list compilation, but also improvements to medical related products and services. The better these ailment sufferers are understood and cared for, the more effective the result is to delivering treatment and enhanced lifestyle. A proper direct mail campaign is more than just a good mailing list. A proper direct mail campaign includes measuring direct mail piece versioning against various mailing lists. The more advanced today’s direct mail marketer can accomplish this measurement, the more successful they will become.

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Better Ailment Targeting, Better Response

December 9th, 2008

Ailment target marketing is on the rise with advances in technology that helps to create a more targeted mailing list.  Because direct mail marketers are becoming more and more sophisticated with their ability to identify and utilize the available mailing list data available to them, both response rates are increasing and more quality responders are on the rise.  And also because as more and more drug therapy solutions are developed, more and more opportunities to target the ailment suffer audience also increase.

So how are mailing lists getting better in this category of direct marketing?
Well, to answer this question we much review the ways this kind of mailing list data is captured, and then enhanced.  Ailment mailing lists are created by collecting self-reported information from a variety of survey based means.  Be it the internet, direct mail surveys, questionnaires related to other products or services, self-reported drug prescriptions, auxiliary products related to a disease, seminar attendee’s, or information requested about a product or service that would directly identify the sufferer, large databases of ailment sufferers are very available for specific direct mail campaign uses.

These mailing list databases are continually added to as more self-reported data is captured.  Traditionally, this has been the extent of the compilation. You want diabetics, you got diabetics, you want obesity, and you got obesity.  As of late, these mailing lists are improved, such as making the distinction of Type I or Type II Diabetics.  Further, the ailment database is bumped up against more mainstream consumer mailing list that already includes data elements such as age, income, and interest elements.  Where there is a name and address match between the to mailing lists, specific demographic and psychographic elements are transferred to the ailment mailing list to create an enhanced database of ailment sufferers selectable by more than just the ailment and geography.

With this new, more robust targeting capability, marketers are now able to draw conclusions on what these ailment sufferers actually look like.  From running counts on variety of elements now available, the direct mail marketer can now pinpoint “clusters” of people that look alike.  As an example, if we found that male diabetics are more apt to follow a more regimented diet than female diabetics, the direct mail marketer could version the mail piece to speak more appealing to each gender.  Lifestyle and diet information can tell us more about various ailment sufferers, hence creating better direct mail piece versioning.

In addition to the direct mail piece versioning, direct mail campaign measurement is also enhanced.  The direct mail marketer might test various offers and versions to various test audiences, measure the direct mail response, and conclude to mail more or less to a specific audience thus increasing return on investment.

Internal Database Enhancement
Most savvy marketers will develop and maintain their own prospect or customer mailing list or database.  This database of prospects and customers is a great resource to better understanding what their customers, prospects, and responders “look like”.  For those marketers who utilize print, radio, television, web, event, as well as direct mail, their internal database of prospects become large over time.  By using nothing more than the mailing list information (name and address), the marketer can enhance their internal database with demographic and psychographic information and measure the effectiveness of their mediums ability to target the right audience.  The direct mail marketer can also measure difference in responses between other mediums to again evaluate the most profitable ROI.  This information is extremely helpful in continuing with this effort to design more responsive campaign planning to target more qualified prospects.

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