Jury's Still Out On QR Codes
All six healthcare marketing professionals at my table were in the beginning stages of figuring out how to adapt QR codes to their needs. One of the features of QR codes is that they are easy to create. Websites such as Wasp Barcode Technologies allow users to generate unique QR codes for free. Yes, I said the "F" word. The codes can be had for free and can be printed on nearly any surface and location such as---
- TV ads
- Temporary tattoos
- Product packaging
- Cake frosting
Sue-Ann M. Villano, Director CPMP Marketing, Communications & Practice Services, is testing out QR codes in a letter to 2,300 referring physicians this week. The letter includes a QR code linking to a website with a short survey.
"[The survey includes] referral guides which we have been producing for over 6 years in order to gather info about their likes, dislikes, and/or wants so that we can update them over the next year or consider just utilizing the online printable directory," Villano said in an email.
Villano has found positive results using QR codes for other communication engaging physicians, saying response rate was "through the roof." Though the codes are simple, the message needs to be well crafted. What will it link to? What's the message/end result? So what?
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