US health services embrace direct marketing

Health services in the US are increasing their spend on direct marketing, eMarketer has reported.

According to a report published this month by the Direct Marketing Association (DMA), $2.4 billion (£1.2 million) was pumped into direct marketing last year by health services companies.

It is estimated that this expenditure will increase to reach $3.9 billion (around £2 million) in four years time.

While the majority of the investment is captured by more traditional mediums such as telephone marketing and direct mail, health services are expected to scale up their internet spend in the coming years.

The DMA has forecast that internet spend could see annual double digit increases over the next four years.

Anna Chernis of the DMA commented: "The importance of the online channels - internet marketing and commercial email - will grow considerably during the next five years both as promotional tools and as sources of sales."

The report also found that business-to-business targeting produced a greater return on investment.

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