Gets Physical With First Direct Mail Campaign

Share this content: will begin its first major direct mail campaign next month targeting more than 100,000 professional physical therapists nationwide.

Rehabmanager, New York, launched nearly a year ago, is designed to connect patients and professionals within the rehabilitation arena. It offers education to patients and gives rehabilitation professionals technology designed to improve clinical care.

To coincide with the direct mail pieces, print ads began running this month in five trade publications and will appear throughout the rest of the year. Rehabmanager will also run future TV and Web campaigns targeting consumers.

The mail pieces will be similar to the print campaigns, according to Derek Schoettle, president of Rehabmanager. They will be designed to drive people to the Web site where they can get more information and register.

More than 1,000 professionals are registered with Rehabmanager.

"We will be testing two pieces starting the second week of July," Schoettle said. "The main theme of both will be to not only get them back to the Web site, but to get them to take part in helping create the first national database of physical therapist professionals for our Therapist Finder tool. We are also going to be promoting the home program system as well."

Schoettle said there are plans to design a series of ads, but for now it will run just the one.

The site will provide therapists and their patients with individual home pages where they can correspond with one another. It will also allow manufacturers of healthcare equipment to market products directly to patients.

Rehabmanager has signed agreements with several healthcare-oriented Web sites as part of its effort to reach consumers. It also signed an agreement with golfer Raymond Floyd. There are plans to run either a five-minute infomercial or a 30- to 60-second spot featuring him beginning in the fourth quarter.

"We want to go after patients, but right now it's more important to get the professionals registered with us," Schoettle said. "Once we have them, the patients will most likely just fall in line behind them."
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