Direct mail is different. If a product or service advertiser wants to target only physicians, then it can be done. Actually, direct mail advertising makes it possible to target orthopedic surgeons working at a single hospital, or those associated with a specific umbrella clinic system. Direct mail is that precise.
An impressive direct mail campaign that was targeted for both internists and family practitioners can be seen here.
The initial direct mail program consisted of four promotional sell pieces that contained a very important component: a business reply card, or BRC. Once a physician's reply card was received by Bristol-Myers Squibb, a representative from that company visited the physician and awarded him/her with the first of four installments of the American Revolutionary War medical chronology. Four mailers... four BRC's... and four sales calls.
