Direct marketing is a key means of holding on to existing customers as well as attracting new ones in such a tough economic climate, it has been argued.
Using the example of personal health insurance plans, one expert has claimed that many marketing professionals are missing out on crucial opportunities through making the simplest of errors in their campaigns.
In particular, direct marketing campaigns are being hindered by the copy used by businesses, with many customers making up their minds before they even get round to opening the envelope.
Carlton Doty, vice president and research director at Forrester Research, told AIS Health Business Daily that business-to-business insurance firms can take a lesson from companies which focus primarily on the consumer market.
Some of these groups are beginning to recruit marketing staff from outside of the healthcare sector in order to gain fresh ideas.
He added that business-to-business marketers should consider other techniques used in the consumer-focused sector, including making company literature more personalised.