Print and Direct Mail Advertising Portfolio
Hearing Loss and Dementia
Company
Pacific Coast Hearing Care
Tactic
Newspaper Insert
Project Role
Strategist, Project Manager, Campaign Manager
Did you know there is a documented correlation between an untreated hearing loss and developing dementia? This fact is particularly relevant to the target demographic of hearing care clinics. As the target audience is aware and concerned about their cognitive function, a campaign was utilized that promoted health focused messaging related to dementia while this encouraging potential patients to attend an Open House event to receive a complimentary hearing consultation.
To promote these events, an integrated campaign was created including the media mix consisting of a targeted newspaper insert in the LA Times, a direct mail drop to matching zip codes with display advertising utilizing IP+4 retargeting of direct mail recipients, segmented email blasts to the database, organic social posts and flyers for grassroots marketing distribution.
This mix was often quite successful for these events, resulting in an average 5:1 ROI.
Fall into Your Hearing Treatment
Client
Audiology & Hearing Aid Associates
Tactic
Newspaper Insert
Project Role
Strategist, Project Manager, Campaign Manager
It takes a person an average of 7 years to treat a hearing loss. To help shorten this time frame, this client held educational “Lunch and Learn” seminars to allow potential patients to learn the facts of hearing loss and what treatment solutions were readily available.
To promote the event, an integrated campaign was created utilizing a targeted 8.5″x11″ newspaper insert in the Bucks County Courier Times, a direct mailer sent to corresponding zip codes, plus a mix of display advertising and paid social.
These events were held 3x per year as to not oversaturate the market. Attendance averaged between 30-40 attendees with a final ROI averaging 6:1.
I’m Too Young for That
Client
New York Hearing Doctors
Tactic
Newspaper Insert
Project Roles:
Strategist, Project Manager, Campaign Manager
Targeting a younger, more professional demographic for untreated hearing loss can be challenging due to the stigma associated with hearing aids being for “old people.”
To overcome this, New York Hearing Doctors utilized an integrated campaign featuring a heartfelt and relatable patient testimonial, imagery of a younger looking patient, and a copy strategy focusing on technological integrations like streaming audio from an iPhone and an iOS app to control hearing devices.
The media mix consisted of targeted 4-page insert in the NY Daily News plus display advertising delivered to the same zip codes. Results for this campaign averaged a 6:1 ROI on new patients.
Upgrade the Clinic
Company
Hearing Center of Plainview
Tactic
Direct Mail
Project Roles:
Strategist, Copywriter
After Audigy Venture Group purchased this practice, the strategic decision to move to a new location as the old location was dated and run down. While looking for new buildings, demographic BLS market data and proximity to potential referring physicians was analyzed to help determine optimum location based on the target demographic.
As the new location was quite the improvement aesthetically from the prior, it was determined that showcasing the building in the creative should be a priority. Utilizing graphic designer to create an illustration of the new building, which is both well known to the Plainview, NY community and a premier location, helped accomplish this.
To celebrate the new location, a “Grand Opening” event was scheduled including a ribbon cutting with the chamber of commerce, appearances by local media personalities, giveaways and free hearing screenings.
The promotional strategy was an integrated marketing campaign featuring this tri-fold tab sealed direct mail piece to the database and a targeted purchased list, an email campaign to the database, a newspaper insert Newsday, a radio campaign with live call-in spots, organic and paid social media ads, plus flyers distributed around the community.
Results for this event were outstanding with over 50 people coming in attendance, and while not an immediate priority, this campaign ended up generating an ROI of 3:1.
Restaurants are Noisy
Company
New York Hearing Doctors
Tactic
Direct Mail
Project Roles:
Strategist, Project Manager, Campaign Manager
Targeting a younger, more active demographic for hearing loss can be challenging. One of the most common areas this demographic has difficulty hearing in noisy environments, like restaurants. What better way to educate the target audience on hearing loss and treatment solutions than in a noisy, New York city restaurant?
For this campaign, the creative featured a testimonial from a patient in this exact scenario, with younger people in photography. Additionally, at the event, live demonstrations of hearing devices inside the restaurant were utilized to showcase how they can help potential patients in noisy environments.
This simple integrated campaign consisted of a direct mail folded card with insert sent to both a purchased list plus database of select tested not treated patients that indicated issues hearing in restaurants, an email to the same database patients, plus a flyer for grassroots marketing distribution.
While limited attendance numbers due to restaurant accommodations, there were 25 attendees, 6 of which ended up proceeding with hearing treatment resulting in an impressive net ROI 7:1.