Health and wellness brands leverage direct mail marketing for a range of purposes, from promoting new programs or services to more transactional mailers in the form invoices, account statements, or explanations of benefits (EOBs). The volume of direct mail these brands produce annually makes cost reduction and boosting ROI essential in helping health and wellness companies be as agile and competitive as possible in a crowded market.
A print automation solution can not only help health and wellness brands generate — and demonstrate — ROI, it can also simplify workflows, streamline processes, and enhance data security and privacy for more efficient, effective direct mail production. These are a couple of ways I’ve seen print automation help brands in the health and wellness space optimize their direct mail print process.
The health and wellness industry is one of constant change. Regulations shift, consumer preferences and behaviors morph, and brands are looking to introduce new or innovative products or services. Each of these scenarios requires flexibility and speed in print production, two goals that can be difficult to achieve without some level of automated print.
The right print automation solution can integrate with your customer relationship management (CRM) or enterprise resource planning (ERP) system to make it faster and easier to adapt to any number of industry variables. For example, imagine a specific set of wellness services will be transitioning from one location to another, requiring timely and efficient communication.
A print automation solution makes it possible to produce mailers targeted to customers specifically impacted by the move quickly, and it also makes it possible to update other forms of print collateral in real time to ensure the accuracy of your marketing materials. This enhanced level of print speed and flexibility helps ensure your messaging is more timely and relevant, thus elevating your value to customers.
Combining a print automation solution with a web-to-print digital storefront like Quantum Pulse can further increase the speed and efficiency of updating marketing materials to reflect accurate information and branding, and it also allows for a greater degree of personalization for health and wellness brands with franchised locations.
We recently helped a pharmaceutical company create this kind of storefront to streamline print collateral creation and management.
Speaking of personalization, yes, a print automation solution that integrates with your CRM does simplify the process of producing personalized direct mail, but personalization in this context goes beyond the usual FIRST NAME, LAST NAME greeting.
Personalized direct mail via a print automation solution means using detailed customer data and insights including geographic location, purchase history, customer lifecycle stage, or milestones to create timely, relevant direct mail that demonstrates an understanding of what your target audience wants or needs.
To help bridge the print and digital worlds, a print automation solution can also help you send direct mailers to customers who abandon online shopping carts to encourage those customers to complete their purchase.
This kind of personalization can help you create a stronger sense of loyalty and accelerate customer acquisition, both of which are critical in growing your brand.
A big concern for health and wellness brands is protecting the security and privacy of personally identifiable information (PII). HIPAA, the Gramm-Leach-Bliley Act, and a myriad of state privacy laws demand the utmost safeguarding of consumer information, and the sheer volume of direct mail health and wellness brands send every year complicates keeping this data safe and secure. This challenge is magnified by the number of stakeholders that are often part of executing high-volume direct mail marketing campaigns.
The ideal print automation solution can help health and wellness brands create more secure direct mail campaigns by centralizing data and document management access where only a select number of authorized users can view or engage with sensitive information.
A print automation also ensures that only a select number of approved or credentialed users can release print jobs. This elevated level of authorization helps reduce the risk of data breaches and it ensures that large volumes of sensitive documents remain under the control of those who are absolutely critical to the print process.
The bottom line is that a print automation solution can help health and wellness brands create more targeted, efficient, and fast direct mail communications that engage customers while also protecting sensitive information. Quantum offers just such a print automation solution, and we’re ready to partner with you on your next direct mail campaign.
Contact us to get started today!