8 Best Practices for Healthcare Postcard Mailers in 2025
Let’s be honest: in a world drowning in push notifications, patient portals, and more email blasts than anyone asked for, your message needs a life raft. Enter: the humble postcard. Yes, in 2025. No, we’re not kidding.
Direct mail may feel delightfully retro, but in healthcare, it’s not just charming — it’s effective. Patients still trust tangible mail, it’s HIPAA-friendlier than your average email, and it doesn’t get caught in a spam folder between coupons and cat food subscriptions. So if you’re in healthcare marketing and still think direct mail is dead, it’s time to resuscitate your strategy.
Let’s break down the best practices for healthcare postcard campaigns that don’t just get seen — they get action.
- Know Your Purpose Before You Print
If your postcard’s main goal is “just getting something out,” congratulations — you’ve already wasted budget. Be specific: Are you reminding patients about flu shots? Promoting a new urgent care? Hosting a community blood pressure screening? Know your why before you hit print.
- Lead with a Clean, Compassionate Design
This is healthcare, not a Fourth of July car dealership sale. Avoid screaming fonts and dizzying layouts. Instead, use calming, inclusive imagery that reflects your community. If it wouldn’t make your grandma feel at ease, don’t use it.
- Deliver Only the Essentials
Patients don’t need a thesis statement. They need to know what, when, where, and why they should care. Ditch the jargon. “Join us for a Free Wellness Screening” is clear. “Participate in a multidisciplinary population health engagement opportunity” is…not.
- Create a Strong, Patient-Focused Call to Action
Be direct: “Call to Schedule,” “Scan to RSVP,” “Book Now — Spots Are Limited.” Scarcity works. Just make sure your contact info isn’t buried in 6pt font. Bonus points for a QR code that actually works (yes, we’re looking at you, blurry prints of 2022).
- Speak to Patient Concerns in Headlines & Copy
Patients care about four things: safety, convenience, expertise, and cost. Hit those buttons. Try bullets like:
- Same-Day Appointments
- Board-Certified Physicians
- Free Parking (yes, really — this one matters)
No more than five. You’re writing a postcard, not a brochure.
- Make It Easy to Find You
Include a simple address and — please — a map. Especially for older patients who aren’t on navigation apps and don’t appreciate scavenger hunts. Offer multiple ways to connect: phone, website, and a scannable QR code.
- Repeat Your Call to Action
Front and back. Yes, twice. Humans forget. Repetition drives action. “Call Today” on the front, “Schedule Online Now” on the back — just keep the CTA consistent and friendly.
- Incentivize Engagement (Without Selling Out)
This isn’t a fast-food giveaway. Your incentive should feel relevant and ethical. Think: free wellness kits, raffle entries at health fairs, or complimentary consultations — not $5 Starbucks cards for flu shots.
Bonus: Don’t Get Sued
Double-check your HIPAA compliance. Avoid Personal Health Information (PHI) unless your print and mail partner is HIPAA-compliant. And leave room for postage — USPS doesn’t care how great your design is if it’s undeliverable.
Postcards are still one of the most trusted, cost-effective tools in healthcare marketing — when you do them right. Need help getting it there? Pixa is a HIPAA-compliant print and mail partner that specializes in direct mail campaigns that actually work.
Let’s build trust, one postcard at a time.