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Medical facilities target clients with direct mail
As new technology allows businesses to store information in more ways than ever before, it has given those in the marketing sector a better way to target just the right customers. This is especially true for hospitals, many of which have been using medical history to advertise to past patients.
Kaiser Health News reports that in one recent case, Steven Boyd, a resident of Joliet, Illinois, was sent a mailer advertising a lung cancer screening for people over 55 years old. The hospital, Provena St. Joseph Medical Center, determined that based on his age, where he lived and other factors, he would likely have smoked for some period of time.
However, not everyone is so keen on the idea of using the information to target clients. Consumer Watchdog executive director Doug Heller says that some of the hospitals using this method weren't treating consumers fairly.
"When marketing is picking and choosing based on people's financial status, it is inherently discriminating against patients who have every right and need for medical information," Heller told the source.
Businesses must be careful when using technology to help increase a client base. While address validation software is a good bet, marketing professionals need to make sure that they have the legal option to use information for advertising purposes.
