Driving growth with data-driven, HIPAA-compliant direct mail campaigns.

Key results:

• 66% reduction in cost per acquisition (CPA) via direct mail

• 30% higher conversion rates for the top 4% customers by LTV

• More than 1 million direct mail pieces sent across multi-touch campaigns

• Expanded clinic footprint to three new US states

A leading provider of nationally accredited vein care and treatment services sought to expand their reach and engage more patients across their growing network of clinics. To achieve this, they partnered with Postie, leveraging its automated direct mail platform to create HIPAA-compliant, data-driven marketing campaigns. The success of these campaigns allowed them to gain thousands of new customers and open locations in three new states.

The Challenges of Building and Scaling HIPAA-Compliant Marketing Campaigns

It’s no small feat to run a complex, data-driven marketing campaign in the healthcare industry. Two of the biggest challenges for any company providing healthcare services are:

1. Compliance with HIPAA and data privacy standards
2. Scaling complex marketing efforts without burdening internal resources

HIPAA regulations require stringent safeguards for the storage, transmission, and use of protected health information (PHI). Organizations must be sure that all systems handling PHI are secure, which can be costly and difficult to implement. Working with a third party service provider means maintaining a Business Associate Agreement (BAA), which is a mandatory, legally-binding contract outlining HIPAA-related responsibilities between two organizations.

Marketing campaigns often require leveraging patient data to personalize outreach, which limits the types of insights that could apply to prospect targeting without violating any compliance requirements. Addressing these challenges requires sophisticated data management and maturity, not just for BAA requirements but also for the technical work required to reduce the risk of fines and violations.

For this med clinic to succeed, they’d need the right partner to build effective, profitable campaigns while maintaining the trust and privacy of their patients.

Gaining Scalable Outreach and High ROI with Regulatory Assurance

When the med clinic began its direct mail marketing campaigns with Postie, the first goal was to automate the creation, deployment, and tracking of direct mail campaigns through the use of lookalike audiences. Using sophisticated algorithms, Postie targeted demographic groups within a 12-mile radius of 15 locations in the northeastern United States.

Within three months of running the campaign, Postie helped the med clinic’s CPA reduce by nearly 30% and increase conversion rates for the clinic’s top 4% customers.

“Postie is super visual and easy to use. Approving assets, making updates—it’s all intuitive. And if we need help, their support is lightning fast, even at night.”
– Lifecycle Marketing Manager

Following the success of that campaign, the med clinic implemented multi-touch retargeting flows tailored to their prospective patients’ needs and behaviors. Because patients cannot self-book appointments and need to call or provide a phone number to schedule—often requiring insurance validation for over 200 insurance plans—the med clinic used Postie to re-engage website visitors who didn’t convert initially. Postcards were sent to encourage them to complete the appointment scheduling process, which helped drive significant business impact.

This multi-touch strategy reduced the med clinic’s CPA by a total of 66%, and continues today with time-triggered mailers sent over an 18-month window, incorporating nine distinct stages. The med clinic’s team is also adding deeper CRM integrations to support even more nuanced segmentation.

In addition to retargeting, the med clinic launched high-performing campaigns targeting existing patients, warm leads, and new lookalike audiences. The Spring campaign—based on a modeled audience of best-performing patients—was so successful that the med clinic now runs biannual mass-send campaigns. When patient volume drops at any location, the med clinic launches a Postie campaign, and the appointment calendar fills.

“With Postie, we’re able to spend just a few dollars per prospect across a long-tail, 18-month retargeting program. That investment consistently delivers multiples back. When we don’t have a high volume of appointments, we launch a campaign and the schedule fills.”
– Director of Growth & Data

Data-Driven Direct Mail Makes New Business Possible

Even highly-regulated businesses can leverage modern data-driven techniques to grow and expand. By partnering with Postie, the med clinic was able to achieve:

• Scalable outreach: The med clinic successfully executed over 1 million pieces of direct mail across multiple campaigns, reaching patients in key markets.
• Improved ROI: The automated approach streamlined campaign management, reducing costs and delivering measurable returns on investment.
• Regulatory assurance: Operating under a BAA provided confidence in compliance, allowing the med clinic to focus on growing their business without legal concerns.

The med clinic also emphasizes the importance of iteration and collaboration. During regular business reviews, the med clinic and Postie examine creative performance, attribution trends, and modeling improvements. They work hand-in-hand to tweak strategy and creatives, unlocking more value over time.

Postie’s platform and service model stand out not just for their results, but for the high-touch strategic partnership they provide. As the Director of Growth & Data, explained, “It wasn’t a single campaign that convinced us—it was the complexity and measurability of the retargeting program that kept us going. What really sets Postie apart is how collaborative they are; we’re constantly refining together, reviewing results, and building smarter campaigns over time.”

Postie also offers a strong operational experience. The med clinic’s marketing team finds the platform intuitive, visual, and easy to manage—whether updating creatives, tracking delivery, or accessing performance data. And when something needs attention, Postie’s customer support is responsive at all hours.

Today, Postie is fully embedded in the med clinic’s marketing playbook. It’s a core part of their multi-channel approach—especially valuable in new markets—and a differentiator against competitors who aren’t using direct mail in sophisticated ways.

Though the regulatory requirements are challenging to navigate and build campaigns around, it is certainly not impossible. And, as the med clinic has shown, it’s possible to substantially reduce costs in a short period of time with a sophisticated implementation partner. The right types of automation and data management can keep marketing campaigns compliant and results-oriented.

Ready to make the leap? Kick off a direct mail campaign with one of the only HIPAA-compliant direct mail companies. Get started today.