Bear in mind that the following study is from the Direct Marketing Association (DMA), which isn't exactly impartial as to the issue of how well direct marketing works. That being said, it's still interesting to hear that health services companies apparently made $11.86 in sales for each dollar they spent on direct marketing in 2007. A new DMA report says that that while the companies they studied spent $2.4 billion on direct marketing in 2007, which helped to generate $28.7 billion in sales. The organization is predicting that direct marketing spending by health services firms will climb 62 percent, to $3.9 billion, by 2012, pushing sales up 60 percent to $45.8 billion. DMA is predicting by that point, ROI will drop a bit, to $11.74 per dollar spent. Another note: According to the DMA, Internet advertising makes up 24.8 percent of direct marketing, but by 2012, companies are likely to invest much of their ad budget in Internet promotions.
To learn more about this research:
- read this Modern Healthcare piece (reg. req.)
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