Considering mailing to licensed professionals in the medical field? Before you do, there are a couple of things you should know to ensure your direct mail campaign is effective and reaches the right audience.
Where Do the Names and Addresses Come From?
Many mailing list providers draw their licensed professionals mailing list data from one or more sources. However, there are only a few reliable sources for this type of data:
- State Licensing Boards: Professionals must renew their licenses with the state in which they practice. Each state releases information about licensed individuals in various fields.
- Professional Organizations: Organizations like the American Medical Association (AMA) capture memberships in specific fields and sell their lists to direct mail marketers. It's important to note that the AMA will not release a mailing list of only its members; they blend members with non-members.
- Managed Mailing Lists: These include magazine subscribers and smaller industry-specific organizations. However, these sources are usually smaller and not ideal for targeting small geographic markets.
Understanding the Update Process
Updating is a term used loosely in the mailing list industry. Here's what you need to know about updating:
- Frequency: When a list is said to be updated monthly or quarterly, it doesn't necessarily mean the list is completely recreated. For many types of data, this might be true, but for licensed professionals, it's less likely.
- Methods: The Licensed Professionals Database is often updated by processing names and addresses through the National Change of Address (NCOA) system. This only corrects the location of an individual or business if they’ve submitted a change of address with the USPS.
- Annual Updates: Professionals are typically added to or removed from the database only once a year. Some providers may claim their database is newer than it really is, but some files may not be rebuilt for several years.
Once a Licensed Professional, Always a Licensed Professional?
Over time, very few changes occur in this type of database. The cost of rebuilding a database like this often exceeds the benefits, so minimal data hygiene is applied. As a result, licensed professionals’ mailing lists may not be as frequently updated as other types of data.
Choosing the Right Mailing List Provider
When shopping for a licensed professionals mailing list, consider the following:
- Update Frequency and Method: Ask how often the list is updated and how they define updating. Ensure the provider explains whether updates involve new data collection or just processing through the NCOA.
- Data Accuracy: Verify the accuracy of the data. Ask about the sources of the data and how often they are refreshed.
- Cost vs. Benefit: Determine if paying extra for a more frequently updated list is worth it for your campaign. Sometimes, a slightly older but well-maintained list can be just as effective.
Conclusion
If you're in the market for a mailing list and aren’t sure when it makes sense to pay extra for a better list, give BB Direct a call at (866) 501-6273 or visit us on the web. We’ll be happy to help you with your direct mail data strategy. Remember, not all licensed mailing lists are the same. Knowing the specifics about how often and how thoroughly a list is updated can make a significant difference in the success of your direct mail campaign.