PDQ Survey Finds Direct Mail Remains Vital in B2B Healthcare Marketing

The most recent PDQ Communications Pulse Survey provides a revealing look into the ever-evolving role of direct mail in B2B healthcare marketing—underscoring the importance of such campaigns in reaching and driving engagement with healthcare professionals.

Direct Mail’s Influence Holds Strong 

An impressive 60.9 percent of survey respondents confirmed that direct mail is part of their non-personal marketing strategies, emphasizing its ongoing relevance in reaching HCPs.

Direct mail's tactile nature and targeted messaging remain potent tools in HCP marketers’ arsenals. Notably, 44.1 percent of these respondents reported that direct mail's presence in their tactical plans is "growing." This appreciation for the tangible, personal touch of direct mail could be attributed to digital fatigue among many audiences. 

Innovative Formats & Interactive Elements Capture HCPs' Attention

The survey also delved into specific formats of direct mail, revealing preferences and trends. Interactive and response-based mail elements, such as those featuring QR codes, scratch-offs, and business reply cards (BRCs), were favored by 47.5 percent of respondents. 

This indicates a shift toward greater adoption of more engaging and interactive mail pieces that not only capture attention, but drive recipient actions. Dimensional mail, which adds a physical and often creative twist to traditional mail pieces, was the second-most popular format, selected by 23.1 percent of respondents. 

Engagement Tracking Technologies Enhance Direct Mail's Impact

Forty percent of respondents indicated that engagement tracking technologies such as QR codes and voice-activated call-to-action (VACTA) increase the likelihood of them incorporating direct mail into their marketing strategies.

These elements help bridge the gap between physical mail and digital engagement, providing marketers with valuable insights into recipient behaviors and campaign effectiveness. The ability to track interactions and measure engagement is crucial in refining strategies and demonstrating return on investment. 

Work With PDQ Communications for Your HCP Marketing Campaigns

Our findings show compelling evidence of direct mail’s efficacy and ever-growing popularity, enabling marketers to target all healthcare specialties with precision, while delivering tailored messages that resonate. 

With more than two decades of experience in innovative direct mail solutions, PDQ Communications stands ready to assist in crafting effective HCP marketing campaigns that drive results.

Schedule a consultation with PDQ Communications today to explore how direct mail can enhance your healthcare marketing strategy.