By using specific combinations of standard demographic selects associated with a each of the nine healthcare archetypes identified by the PATH Model, direct mail lists can be more precisely targeted. Depending on the PATH archetypes being targeted, the improvement in accuracy can be as high as 60%.

But using a more precisely targeted mailing list is only half the solution...

To get your audience to read and respond to your message, it has to be relevant - it has to be address the health care priorities and preferences that are part of their everyday lives. These are the very insights that the PATH Model brings.

PATH Message Design tools can provide the guidance you need to develop highly targeted, customized consumer health messages directed at the specific healthcare consumer archetypes identified by the PATH Model.

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What Are The Benefits Of Using These Tools?

• PATH Direct Mailing lists can give you up to a 60 percent lift on reaching specific PATH archetypes over standard approaches to mail list selection.

• A PATH Communication Audit will enable you to objectively evaluate and test the ability of your direct mail message to speak to the healthcare priorities of the targeted archetypes.

• Improve the effectiveness of your next direct mail campaign by using the EmPATH-e on-line communications guidelines to design marketing messages that address the healthcare priorities of the PATH archetypes you want to reach.