How HCP Marketers View Direct Mail in 2025

With digital channels dominating marketing, direct mail might seem like a tactic of the past. However, our recent PDQ Communications survey of healthcare professional (HCP) marketers reveals that direct mail is experiencing a renaissance, particularly when enhanced with interactive elements and new tracking technologies.

Here are some key insights from the survey, highlighting how HCP marketers are leveraging direct mail in 2025 to enhance engagement, integrate digital touchpoints, and drive measurable results.

Key Takeaways 

1. Interactive Elements Drive Engagement: 61% of HCP marketers surveyed prefer interactive direct mail formats with QR codes or response elements that bridge physical and digital experiences.
2. Technology Enhances Measurability: Nearly 70% of marketers surveyed are more likely to use direct mail due to new tracking technologies solving performance measurement challenges.
3. Direct Mail Overcomes Digital Barriers: 43% of marketers surveyed are increasing direct mail usage to address physician access limitations and email tracking restrictions.
4. Strategic Channel Mix: While digital advertising (61%) and email (22%) lead as primary tactics, direct mail maintains a significant presence, with 17% of marketers surveyed using it as their primary channel and 13% as secondary.
5. Integration Is Essential: Successful direct mail campaigns function as components of multi-channel strategies, complementing rather than competing with digital initiatives.
   
   

The Current Marketing Landscape

Digital advertising dominates as the primary marketing tactic among HCP marketers, with approximately 61% of respondents ranking it as their most utilized approach. Email is the second most popular tactic, with more than 52% of marketers prioritizing it after their primary method.

While direct mail isn't the top choice for most marketers, it maintains a significant presence in the marketing mix. About 17% of respondents identify direct mail as their primary tactic, with another 13% ranking it as their second most used channel. 

This suggests that despite the digital shift, direct mail continues to play an important role in healthcare marketing strategies.

Interactive Direct Mail Drives Engagement

The most compelling finding from our survey is the overwhelming preference for interactive direct mail formats. Nearly 61% of respondents identified interactive, response-based mailings featuring QR codes, scratch-off elements, or business reply cards as the most interesting direct mail format.

Dimensional mail formats (pop-ups, pull tabs, cubes) ranked second at 26%, while traditional flat mail was preferred by only 13% of respondents. 

This clear preference for interactive formats demonstrates that today's marketers understand the value of creating engaging, tactile experiences that bridge physical and digital touchpoints.

New Technologies Reinvigorating Direct Mail

Technological advancements have significantly increased interest in direct mail campaigns: 

Nearly 70% of respondents indicated that engagement technologies such as QR codes and voice-activated calls-to-action (VACTAs) have increased their likelihood of incorporating direct mail into their marketing mix.

These technologies solve one of direct mail's historical challenges: performance tracking. With scannable codes and voice prompts, marketers can now measure engagement more precisely, creating a closed loop between physical mail and digital analytics.

Only about 4% of respondents felt these technologies decreased their likelihood of using direct mail, while 26% remained neutral.

Addressing Modern Marketing Challenges

Our survey also revealed interesting insights about how industry challenges are affecting direct mail adoption:

• Over 43% of respondents are more likely to include direct mail in their marketing plans due to factors such as decreased access to physicians (with 40% or more no longer allowing in-person sales rep visits) and increased difficulty in tracking email campaign results due to privacy updates from major email providers.
• About 52% indicated these factors had no impact on their direct mail decisions, while only about 4% reported becoming less likely to use direct mail.

This suggests that while digital channels remain dominant, marketers are recognizing direct mail's potential to overcome some of the access and tracking challenges presented by evolving digital ecosystems.

Marketing Trends on the Horizon

When asked about marketing trends capturing attention in 2025, respondents highlighted several key areas:

1. Artificial Intelligence continues to be a focal point, with marketers noting its expanding role in content creation, personalization, and data analysis. At the same time, respondents emphasized the importance of balancing AI capabilities with human creativity and strategic oversight.
2. Omnichannel Integration remains crucial, with marketers working to create comprehensive campaign strategies that seamlessly integrate email, display advertising, social media, and event-triggered technologies.
3. Measurement and attribution are increasingly important, with marketers emphasizing the need for measurable calls-to-action and reliable performance tracking across channels.
4. EHR platform integration is gaining traction as marketers recognize the value of reaching HCPs at the point of care when prescribing decisions are being made.
5. Interactive Technologies such as QR codes continue to be evaluated for their long-term effectiveness and integration potential with emerging innovations.

The Future of Direct Mail in HCP Marketing

Our survey suggests that direct mail is finding its place in a new marketing paradigm—not as a standalone tactic but as an integrated component of sophisticated, multi-channel campaigns. The physical nature of direct mail provides a tangible touchpoint in an otherwise digital customer journey, creating opportunities for memorable brand interactions.

The most successful direct mail campaigns in 2025 will likely be those that:

• Incorporate interactive elements that engage recipients
• Use technologies such as QR codes to bridge physical and digital experiences
• Provide measurable results through integrated tracking systems
• Target HCPs who are increasingly challenging to reach through digital channels alone
• Complement digital initiatives within a cohesive omnichannel strategy

Partner With PDQ for Effective Direct Mail Campaigns 

Direct mail isn't just surviving in the digital age—it's evolving. By embracing new technologies and interactive formats, HCP marketers are finding innovative ways to leverage direct mail's unique advantages while addressing its traditional limitations.

As digital channels become more crowded and privacy regulations continue to restrict tracking capabilities, well-executed direct mail campaigns offer a refreshing alternative that cuts through the noise and creates memorable brand experiences. The key to success lies in viewing direct mail not as a relic of traditional marketing but as an evolving tactic that can be enhanced by—and enhance—digital strategies.

For healthcare marketers navigating an increasingly complex landscape, direct mail represents an opportunity to stand out, create tangible connections, and reach HCPs through a less saturated channel. When integrated thoughtfully into a comprehensive marketing strategy, direct mail continues to deliver measurable value in the healthcare marketing ecosystem of 2025.

Ready to enhance your HCP marketing strategy with innovative direct mail campaigns? Contact PDQ Communications today to learn how our specialized expertise can help you connect more effectively with healthcare professionals.