Health services companies spent $2.4 billion on direct marketing in 2007, according to a February report by the Direct Marketing Association.

By 2012, that figure will rise to $3.9 billion.

Most of the dollars currently go toward offline channels, particularly telephone marketing and direct mail.

However, spending on the Internet is expected ramp up quickly over the next few years. Double digit increases are predicted for each year through 2012.

“The importance of the online channels—Internet marketing and commercial e-mail—will grow considerably during the next five years,” says Anna Chernis of the DMA. “Both as promotional tools and as sources of sales.”

Health services companies might benefit from increased business-to-business targeting. The report found that 90% of direct marketing was aimed towards consumers, but that the B2B market had a greater ROI.

Source : Emarketer.com

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