Direct Mail for Healthcare Patient Re-Engagement

Patients can fall out of regular communication with a healthcare provider for many reasons. They may miss an annual visit, put off a recommended screening, change insurance or simply lose track of when they are due to return.

Staying connected with patients helps healthcare organizations keep important appointments, screenings and preventive care top of mind. Direct mail offers another way to reach patients with timely reminders and information, alongside email, patient portals and other digital communications.

Identify Who Needs to Re-Engage

Before launching a campaign, organizations need to determine which patients need to be re-engaged and why.

A patient who is overdue for an annual wellness visit may need a different message than someone who has not returned for a recommended screening or follow-up appointment.

Organizations can use information such as visit history and care needs to identify patients who may need follow-up. When using patient information for outreach, providers must also follow applicable privacy requirements and avoid disclosing sensitive details in mailed communications.

Personalize the Message

Personalizing a message involves more than simply adding a patient's name to a letter. 

Generic mail can be easy to overlook, especially when it feels disconnected from the patient’s needs. Instead, the message should address the patient's specific care needs and explain why the information matters to them.

Healthcare organizations can also adjust the imagery and calls to action to reflect the type of appointment or service being promoted. 

For example, a health system could feature a nearby primary care location, introduce a physician accepting new patients or highlight a service available in the patient's community.

Give Patients a Clear Reason to Return

Once patients understand why they are being contacted, the next step should be simple.

For example, a patient overdue for an annual physical could receive a postcard featuring a real story about how a routine visit helped identify a health concern early. The postcard could also include a QR code linking directly to scheduling.

In fact, 76% of consumers who engaged with direct mail responded through a digital channel, showing how print can connect patients with convenient online options.

Connect Direct Mail With Other Patient Touchpoints

Healthcare organizations can coordinate direct mail with email, text messages and patient portals to reinforce outreach efforts. A mailed reminder might introduce the message, while a follow-up email reinforces the same next step.

Using consistent messaging across these channels gives patients multiple opportunities to see the reminder and take the next step.

Reconnect With Patients Through Direct Mail

Reaching patients who have fallen out of regular care requires communication that is timely and relevant to their needs.

Direct mail provides a tangible reminder that can encourage patients to reconnect with their healthcare providers.

Lorraine Gregory Communications develops direct mail campaigns for healthcare organizations focused on patient re-engagement and ongoing communication. To learn more, contact us at [email protected].