Direct mail still plays a vital role in healthcare communications. When handled correctly it reaches patients, carers and professionals in a trusted, tangible way — ideal for appointment reminders, screening invitations, test-result notifications, practice newsletters and fundraising appeals. Below are practical tips to make medical and health-sector mailings effective, compliant and patient-friendly.
1. Prioritise data security and lawful processing
Healthcare data is sensitive. Before you print or post, confirm your lawful basis for processing and ensure secure transfer and storage. Work with suppliers who can provide clear data-security policies, encryption for file transfers, and contractual guarantees (DPA / DPIA where required). Good data controls protect patients and your reputation.
2. Clean and segment your lists
Accurate addresses reduce returned mail and wasted spend. Remove duplicates, correct formatting, suppress opt-outs and split lists by clinical need, geography, age or patient status. Segmentation lets you tailor messages — for example, screening invites for specific age groups or post-treatment follow-ups for recent patients.
3. Keep messaging clear and compassionate
Healthcare communications should be concise, direct and empathetic. Use plain language, a single clear call to action (book an appointment, call this number, visit your PURL) and give recipients simple next steps. Avoid jargon and ensure the tone is reassuring.
4. Make response easy and trackable
Include multiple, measurable response channels: short URLs or PURLs, QR codes, dedicated phone lines and reply-paid envelopes where appropriate. These let you attribute outcomes (bookings, sign-ups, survey completions) directly to the mailing and feed results back into your clinical or CRM systems.
5. Design for accessibility and inclusivity
Consider larger type, high-contrast layouts and clear hierarchy for readers with visual impairments. Offer alternative formats on request (large print, translated inserts, audio or braille via specialist partners). Include concise contact details for anyone who needs assistance.
6. Match format to purpose
Choose the right format: postcards or letters for quick reminders, multi-piece packs for consent forms or information packs, and booklets for patient education. For critical notices (test results, appointment cancellations), use tracked or first-class postage to ensure timely delivery.
7. Combine mail with digital and SMS follow-up
Use mail as the opening touchpoint and reinforce it with SMS reminders, email confirmations or targeted online ads. A PURL in the mailing can lead to a secure patient portal for bookings or information — improving conversion and convenience.
8. Test, pilot and measure
Run small pilots to test wording, envelope copy or CTA placement. A/B testing helps you identify what prompts the best response and reduces costs on full runs. Always measure open/response rates and feed learnings into future campaigns.
9. Plan for turnaround and peak times
Clinical workflows have fixed timelines. Book mailing slots early around vaccination seasons, screening windows or campaign launches to guarantee delivery. Work with partners experienced in handling urgent, time-sensitive runs.
10. Use trusted partners who understand healthcare
Choose a mailing house with healthcare experience — providers who understand confidentiality, regulatory expectations and the sensitivity of clinical communications.
How Herald Chase can help
If you’d like a practical audit of a patient mailing (data, format, tracking and likely response), book a free campaign review with our team at www.heraldchase.com — we’ll provide a tailored plan and costed quote you can use with confidence.
