Direct marketing in health and medicine: using direct mail, email marketing, and related communicative methods to engage patients

Uplift Modeling in Direct Marketing

Marketing campaigns directed to randomly selected customers often generate huge costs and a weak response. Moreover, such campaigns tend to unnecessarily annoy customers and make them less likely to answer to future communications. Precise targeting of marketing actions can potentially results in a greater return on investment. Usually, response models are used to select good targets. They aim ...

Direct Marketing Response Models Using Genetic Algorithms

Direct marketing response models seek to identify individuals most likely to respond to marketing solicitations. Such models are commonly evaluated on classification accuracy and some measure of fit-to-data. Given large customer files and budgetary limitations, only a fraction of the total file is typically selected for mailing promotional material. This desired mailing-depth presents potential...

Direct Marketing Performance Modeling Using Genetic Algorithms

Data analysts in direct marketing seek models to identify the most promising individuals to mail to and thus maximize returns from solicitations. A variety of criterion can be used to assess model performance, including response to or revenue generated from earlier solicitations. Given budgetary limitations, typically a fraction of the total customer database is selected for mailing. This depth...

Market Multiplication, Direct Marketing and the Marketing Mode of the Health Food Industry

The market multiplication theory includes the multiplication of market, time and benefit, and the direct marketing is based on this theory. Health food industry can adopt the mode of direct marketing, because the industry possesses characters of low production cost, high circulation cost and lots of users. The marketing mode, product promoting method and employee salary system of Amway Company ...

Direct-to-consumer marketing for genetic testing.