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*Limit one promo code per customer. Offer may not be combined with any other offer or promotion. No cash value. Only valid on purchases through Taradel or everydoordirectmail.com. Expires 09/30/26.Medical Practice Acquires New Patients with EDDM® + Email
Optometrist
Overview
This case study analyzes Andover Family Optometry’s latest Every Door Direct Mail® campaign across six locations.
The Challenge
Dr. Matt Boswell, a 5th generation Kansan and former patient at Andover Family Optometry, returned to his hometown of Andover, this time stepping into the role of the optometrist.
Returning to his roots, Dr. Boswell faced the challenge of re-establishing his presence and announcing his professional comeback to a community close to his heart.
Andover sought to develop a marketing strategy that would not only inform the local community of Dr. Boswell’s return and the comprehensive care they provide, but also establish a personal connection with community members, who highly value trust and relationships when choosing a medical provider.
Main Marketing Objectives:
- Increase patient acquisition
- Generate more leads
- Enhance brand awareness
The Solution & Campaign
In collaboration with Taradel, Andover Family Optometry devised a multichannel marketing strategy that targeted geographic location and demographic selections. This approach aimed to resonate with the local community by sharing Dr. Boswell's story of returning home to practice optometry. The campaign utilized direct mail and targeted email marketing to create a dual-channel impact, ensuring that each prospective patient received a consistent and compelling message about the quality and care offered at Andover Family Optometry.
This comprehensive campaign spanned across (50) postal carrier routes in the following market areas:
- WICHITA, KS
- ANDOVER, KS
Ad Type & Distribution Details:
Every Door Direct Mail®
The campaign delivered 21,644 (6.25 x 9 Postcards) EDDM postcards, effectively blanketing local neighborhoods.Email Marketing
A total of 21,644 targeted emails were sent out to local residents, ensuring that many prospects received the message both via USPS mail and digitally.
BRAND AWARENESS
43,288
ENGAGEMENT
3,778
CLICKS
579
NEW PATIENT LEADS
50
The Results
The multichannel marketing campaign yielded impressive results, showcasing the effectiveness of personal and targeted marketing in the healthcare sector.
Brand Awareness
43,288 total impressions across the two channelsHigh Engagement
3,778 opened emails, with 579 clicksLead Gen & Patient Acquisition
The campaign successfully introduced Dr. Boswell as a new, yet familiar, face in town.Client Feedback
Dr. Boswell reported that new patients frequently brought in the postcard offer for a free Retina Imaging Scan.
Optometrist
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