When to ditch digital marketing

We ditched digital marketing and went analogue for our client, Convatec Continence Care .

It was absolutely the right call when half of your target audience is over 60.

– 50% of Boomers say they actively prefer direct mail over email and other channels, the highest preference rate of any generation.

– 67% of people say they find mail trustworthy when it comes to privacy concerns, which, for an audience who won’t share their data online, is everything.

The audience: People living with complex, continence conditions. They see the Facebook ads, do their research online, but won’t fill in the form, share their data or click “submit.”

The Solution: A branded direct mail campaign – warm, expert copy built around Convatec’s me+ continence care programme.

Here’s why it worked harder for our client:

Direct mail delivers a 4.4% average response rate vs email’s 0.12% (that’s 37 times higher). Healthcare marketing specifically leads all industries at 4.09%, because considered, personal decisions need considered, personal communication.

We talk a lot about meeting audiences where they are, but many default to digital almost every time.

Sometimes where your audience is… is at the kitchen table. Opening their post.

Read our case study here