At Pharm Fresh we can guide you through the options of reaching patients with direct mail. We also have the required certification capabilities and mailing indicia to use for postage discounts.

When considering a direct mail campaign there are two paths, Targeted and EDDM Saturation. Both are great ways to reach patients, but they do have differences in costs and ROI.

 

What is Every Door Direct Mail (EDDM)?

Every Door Direct Mail is a Saturation mailing, meaning you mail to an entire neighborhood based on postal carrier routes and every mailable address receives a postcard. Saturation Mailing should be considered when your message is appealing to a very wide audience, like promoting the personal service an independent pharmacy can offer. To learn more about EDDM, go to the USPS EDDM Page.

Pros: Great for brand awareness campaigns, you can pick homes by zip code or a radius from an address, it offers an inexpensive postage rate and you do not have to purchase a mail list.

Cons: Typical response rates are not as high as Targeted Direct Mail – usually 1-2% at best, because it will include people who are probably not potential customers (since it goes to everyone within an area) and requires non-traditional size which increases the printing costs.

 

What is Targeted Direct Mail?

Targeted Direct Mail uses a purchased mail list, based on any specific demographics (age, income, home ownership, education, occupation, etc.) which allows you to match your messaging to the patients who are most likely to act upon it. Targeted Mailing should be considered when your message is appealing to a specific audience, like promoting med packaging to an age group that will most likely be on multiple medications.

Pros: Typical response rates are usually higher then EDDM – from 3-5% and up, you can personalize your design with the recipients name which makes the mailer more relevant to the patient. It also uses a print-friendly size of card which decreases the printing costs.

Cons: Postage is more expensive, it requires additional costs like purchasing the mail list and postal certifications and mail delivery is scheduled for 5-10 days once the mailing is dropped off.