Physical therapy marketing that educates its way to the evaluation request

The documented postcards. Physical-therapy postcards promote seasonal services, new balance or running programs, post-surgical tracks, cash-based services, workshops, and patient reactivation, and the campaign concept behind them is a seasonal, new-program or cash-based-service postcard campaign for local households and past patients.

USPS Domestic Mail Manual 602.5 provides that each address, except for mail bearing an alternative address format, in a mailing at commercial First-Class Mail presorted or automation prices or USPS Marketing Mail prices is subject to the Move Update standard, and that each address and associated addressee used on the mailpieces in a mailing must be updated within 95 days before the mailing date with one of the USPS-approved methods, which include Address Change Service (ACS) and the National Change of Address Linkage System (NCOALink).

USPS Domestic Mail Manual 602.5

45 CFR 164.508(a)(3) provides that a covered entity must obtain an authorization for any use or disclosure of protected health information for marketing, except if the communication is in the form of a face-to-face communication made by a covered entity to an individual, or a promotional gift of nominal value provided by the covered entity; and that if the marketing involves financial remuneration to the covered entity from a third party, the authorization must state that such remuneration is involved.

45 CFR 164.508(a)(3), the HIPAA privacy rule

direct mail marketing services →direct mail mailing lists →postcard mailing services →direct mail cost →

The three campaigns. The three researched campaigns are: a seasonal, new-program, or cash-based-service postcard campaign for local households and past patients; a free educational workshop, virtual event, or bring-a-guest workshop campaign focused on a topic of interest to prospective patients; and a Facebook local-awareness or low-friction workshop/evaluation inquiry campaign with conservative, policy-reviewed copy.

Why a workshop. PT sources explicitly describe free in-person or virtual workshops as high-trust outreach and lead-generation tools, including bring-a-guest invitations.

USPS Domestic Mail Manual 201.1.2.1 sets card-price physical standards at not less than 3-1/2 inches high, 5 inches long and 0.007 inch thick, and not more than 6 inches high, 9 inches long or 0.016 inch thick for each postcard, with not more than 4-1/4 inches high, 6 inches long or 0.016 inch thick for each stamped card or each half of a double postcard, and a card more than 4-1/4 inches high or 6 inches long required to be at least 0.009 inch thick; 201.3.7 requires an aspect ratio (length divided by height) of 1.3 to 2.5 inclusive.

USPS Domestic Mail Manual 201

seminar marketing services →seminar direct mail →seminar email and sms reminders →

The documented campaign. Physical-therapy resources support Facebook advertising for local awareness and workshop or evaluation inquiries; the language used is conservative and policy-reviewed and does not imply that a viewer has a medical condition.

Meta's Advertising Standards state that advertisers are responsible for understanding and complying with all applicable laws and regulations; that ads must not promote products, services, schemes or offers using identified deceptive or misleading practices; and that ads must not contain content that asserts or implies personal attributes, including direct or indirect assertions or implications about a person's physical or mental health (including medical conditions).

Meta Advertising Standards

The limits. This vertical's own execution limits: avoid outcome guarantees and individual health targeting; use clinical and legal review for educational content; protect PHI, document consent, and distinguish informational content from individualized clinical advice.

The campaigns the research names. The campaigns §9 names are: use return-to-activity and mobility education to generate evaluation requests without promising outcomes; build physician, orthopedic, employer, and sports-community referral outreach; run fall-prevention, recovery-planning, and workshop campaigns for relevant community audiences; and retarget visitors with clinic access, therapist expertise, and what-to-expect content.

digital advertising services →direct mail and digital marketing →

One team. MBI is one company that plans, produces, and delivers direct mail, print, digital campaigns and seminar marketing from a single team in DeLand, Florida, and data, print, and delivery have been in-house since 1989.

direct mail mailing lists →direct mail marketing services →healthcare marketing agency →

Built for. The buyers this vertical's research names are multi-clinic physical-therapy groups with provider referral pathways, self-pay capacity, appointment availability, and community-program capabilities.

The formats. The print formats researched for this vertical are postcards, workshop postcards, brochures, flyers, and new-mover postcards.

In house. Printing at MBI is commercial and variable-data printing produced in house.

printing services →direct mail cost →

The documented texts. Consent-based two-way texting is used to follow up web inquiries, confirm workshop or seminar registrations, send reminders, and nurture leads with education and offers.

CTIA's Messaging Principles and Best Practices state that message senders should support opt-in mechanisms and that messages should be sent only after the consumer has opted in to receive them, and list entering a telephone number through a website, clicking a button on a mobile webpage, initiating the text message exchange, signing up at a point-of-sale or other on-site location, and opting in over the phone using interactive voice response among the mechanisms by which a consumer might demonstrate opt-in consent; senders should also document opt-in consent by retaining data including the timestamp of consent acquisition and the consent acquisition medium.

CTIA Messaging Principles and Best Practices, May 2023, §5.1.2

seminar email and sms reminders →direct mail and digital marketing →