In a world overloaded with digital noise, what if one of the most overlooked tools for patient engagement and revenue optimization was hiding in plain sight—in the billing patient envelope?

Join us as we explore the surprising power of direct mail inserts and how healthcare practices can turn every mailed statement into a high-impact communication opportunity. From boosting payments and promoting financing options to driving patient portal use and strengthening relationships, they break down five proven strategies to make your envelopes work harder—without spending more.

You’ll learn:

• Why physical mail still outperforms digital in attention and action
• How to use inserts to promote payments, patient financing, online portals, and seasonal services
• Best practices for insert design, messaging, and tracking success

Don’t waste another envelope. Tune in and discover how this simple touchpoint can transform patient communication—and your bottom line.

Transcript

Narrator: 00:00

Welcome to the Billing Blueprint Podcast, your go to resource for innovative medical billing solutions. Each episode we explore the latest industry trends and share proven strategies to help your practice streamline operations and get paid faster. Now here are your hosts, Brad and Sarah.

Brad: 00:20

 Alright, let's unpack this. If you're an independent healthcare provider, you definitely know financial management can sometimes feel like trying to slide your way through a maze blindfolded.

Sarah: 00:23

 Okay, so in a world that's just constantly buzzing, right? Digital notifications everywhere, our phones basically glued to our hands, what if I told you that one of the most powerful tools, maybe even overlooked for engaging patients and, yeah, even optimizing revenue might be hiding in plain sight, like in a really traditional spot? I'm talking about the humble billing envelope, right?

Brad: 00:47

 It sounds, yeah, counterintuitive, definitely, but you've really hit on something important there. Today we're going to do a deep dive into how strategically designed direct mail inserts, you know, those extra bits of paper often tucked into standard patient bills, how they can actually transform that routine communication into, well, significant opportunities.

Sarah: 01:07

 And when we say direct mail insert, what exactly are we picturing?

Brad: 01:10

 Good question. Basically, it's any additional piece of material. Could be marketing, could be educational, something about engagement included right there with the regular patient statement, you're using the envelope you're already sending to get these targeted messages across. It's really about getting more bang for your buck, essentially, from what you're already doing.

Sarah: 01:27

 Got it. Okay. So our mission for this deep dive is, well, first, to uncover some maybe surprising facts about why physical mail still works, still endures. Then explore five concrete ways you can use these inserts as actual strategic tools. And finally, arm you with some best practices to make them, you know, really high impact. The goal is pretty simple. Maximize every single envelope that goes out.

Brad: 01:51

 And it's so important to understand the context here, the landscape we're navigating the current healthcare environment, it's complex. Patient financial responsibility is shooting up. We saw out of pocket spending jump, what was it, 7.2% to over half a trillion dollars in 2023.

Sarah: 02:06

 Wow, that's huge.

Brad: 02:07

 It is. And it's not just numbers on a page. It translates into real struggles for patients. About 41% of adults in the US now have some kind of medical debt. And get this, nearly 4 in 10 insured Americans have actually skipped needed care because of cost worries.

Sarah: 02:22

 Insured Americans skipping care. That really puts it into perspective.

Brad: 02:25

 Exactly. So in this environment, every single billing envelope, it's not just a demand for payment. It's a key touch point. It's an opportunity to connect, to offer support, maybe even build a little trust.

Sarah: 02:36

 That really sets the stage perfectly. Now, I think for a lot of us listening, the Idea that direct mail is powerful today, it might challenge some assumptions. Right. We immediately think digital email, texts, apps, that's where the action is, supposedly.

Brad: 02:52

 That's the instinct. Yeah. But the numbers, perhaps surprisingly, they tell a, a very different story when it comes to actually grabbing someone's attention.

Sarah: 03:00

 Okay, hit me with stats.

Brad: 03:01

 All right. Think about your own mail, your email inbox versus your physical mailbox. Email open rates, they hover around what, 21.5% on average.

Sarah: 03:10

 Yeah.

Brad: 03:10

 Mailed items. Though physical mail, we see open rates around 90%. 90.

Sarah: 03:14

 90. Okay, that's, that's a massive difference. Just getting eyes on it.

Brad: 03:17

 Huge difference in immediate engagement. And it doesn't stop there. Across different industries, the average response rate for direct mail is a pretty strong 3.63%.

Sarah: 03:26

 Okay. Better than I might have guessed, for sure.

Brad: 03:29

 And here's where it gets really interesting. Especially for practices. 78% of consumers say they're likely, even highly likely to open or at least read a piece of direct mail if it has some kind of offer or promotion inside.

Sarah: 03:42

 Okay, so the offer is a big draw.

Brad: 03:44

 It is. And think about this too. Around 55% of people will actually go visit the sender's website after getting a piece of direct mail. So it's not just opening it, it's.

Sarah: 03:54

 Driving real action that's significant follow through. So why, why does this seemingly old school method still work so well?

Brad: 04:03

 Well, there are a few key reasons, I think. First, there's the tangible presence. Physical mail demands attention differently. It's not just pixels on a screen, it's something you hold in your hand. It engages more senses, which actually makes it more memorable.

Sarah: 04:16

 Right. You can touch it, feel the paper.

Brad: 04:18

 Exactly. And unlike those digital alerts that just fly by, a physical piece of mail often carries this perceived weight of importance, almost like built in credibility because someone went to the effort, the cost, to actually create it and deliver it.

Sarah: 04:32

 Yeah, that makes sense. There's a certain commitment implied by sending something physical. It cuts through all the digital noise.

Brad: 04:39

 Totally. And for many patients, it's actually still the preferred way to get certain information. It might surprise you, but about 58% of practices still primarily use paper billing. And a lot of patients, especially older adults, genuinely prefer getting a physical letter.

Sarah: 04:55

 Is that just preference or is there more to it?

Brad: 04:58

 Well, it's often linked to digital confidence, or maybe lack thereof. Nearly 40% of Americans over 70 say they don't have great confidence in their digital skills. So for that group, paper statements aren't just a preference, they're kind of essential for clear communication.

Sarah: 05:13

 So it's not just being old fashioned. It's actually about being inclusive, making sure everyone gets the message. And there's a practical side too, right? From the practice's perspective?

Brad: 05:22

 Oh, absolutely. Think about it. You're already paying the postage. You're already paying for the processing to send out that bill. Adding an insert, it basically just maximizes the investment you've already made. It's like found money or maybe found advertising space. It's really a no brainer for efficiency.

Sarah: 05:39

 And you mentioned earlier, it has a unique advantage compared to other marketing stuff.

Brad: 05:43

 Yes, that's key. Unlike, say, a standalone marketing flyer that might just get tossed immediately, these inserts benefit hugely from being included with important patient statements. Bills that patients know they need to open and review. That guarantees immediate engagement, practically because their focus is already right there on the contents of that envelope. You have a captive audience.

Sarah: 06:05

 It leverages that existing moment of attention. Okay, I've sold on the why. So how do we actually do this? How do we turn these extra papers, as you called them, from maybe just flyers, into really strategic assets? You said there were five ways.

Brad: 06:19

 Yeah, five powerful strategies we've identified. Let's dive in.

Sarah: 06:22

 Okay, let's start with something really common. A big pain point for patients. Just understanding the bill itself.

Brad: 06:28

 Exactly. So strategy number one, Educate patients about their payment options. It sounds basic, but so many patients get a medical bill and then they just struggle. How do I pay this? Where do I go? What are my options? And that confusion, it leads to delays, it leads to more calls, tying up your billing staff, and just frustration all around.

Sarah: 06:47

 Yeah, I can see that. So the insert can help preempt those questions.

Brad: 06:52

 Precisely. Instead of waiting for them to get confused and call, you proactively highlight the payment options right there inside the envelope they're already opening. You can include really clear explanations. Here's our online portal. Here's how autopay works here are the payment plans available. Maybe even simple step by step instructions for different methods.

Sarah: 07:10

 You could probably use visuals too, right? Like a little guide or QR codes that link straight to the payment portal. Maybe a timeline for due dates.

Brad: 07:17

 Absolutely. Visual guides. QR codes are perfect here. Anything that demystifies the process and empowers the patient, make it easy for them. Which actually leads nicely into our second strategy. Promote flexible financing options.

Sarah: 07:30

 Ah, yes. Given those stats on medical debt we talked about, this seems crucial.

Brad: 07:35

 It really is. Medical debt is a huge concern. We know about one in five people have gotten a bill they either disagreed with or just flat out couldn't afford. And what's really worrying is that 86%, a huge majority, believe that asking for help wouldn't even make a difference. There's this sense of helplessness.

Sarah: 07:52

 Wow. 86% feel like there's no point seeking help. That's sobering. But you mentioned patients do want options, right? Like installment plans.

Brad: 07:59

 They do. A recent survey, 2024 found 80% of people want the ability to pay a bill in installments. And 60% admitted they just couldn't handle an unexpected medical expense if they had to pay it all at once. And practices are listening. Thankfully, about 41% of medical groups updated their payment plans or options just in the past year.

Sarah: 08:18

 Okay, so how do inserts fit into promoting these options?

Brad: 08:21

 Well, they offer a really good, non confrontational way to introduce things like financial counseling services or flexible payment plans. It avoids putting someone on the spot. The key is the messaging. Position these as helpful patient friendly solutions, not like you're chasing debt. For example, you could have an insert that just says something simple like ask us about splitting your payment into as many as three months, interest free.

Sarah: 08:46

 That feels approachable.

Brad: 08:47

 Exactly. And. And you can highlight specific programs like BillFlash. Flex Tay is one example. It lets patients pay over time, often with no hard credit check guaranteed 0% interest for approved patients, but the practice gets paid in full right away. It's a win win. Genuinely meeting patients where they are financially without putting the practice at risk.

Sarah: 09:07

 That's a great example of proactive support, taking the awkwardness out of it. Okay, so that leads us to number three, encouraging patients to actually use the online portals for payments. This is a big one. You mentioned that disconnect earlier.

Brad: 09:19

 Huge disconne. You've got something like 90% of providers offering patient portals now, which is fantastic for digital access, but fewer than a third of patients are actually using them regularly.

Sarah: 09:29

 Why do you think that is?

Brad: 09:31

 Could be a mix of things. But we also know from that Consumer Action survey that 74% of people still like getting the bill by mail, but 55.5% then prefer to pay that bill online.

Sarah: 09:44

 Ah, okay, so they want the paper trail. The physical reminder, maybe. But the convenience of online payment, that's the sweet spot.

Brad: 09:51

 Exactly. So the insert acts as the bridge. Connects the physical mail they trust with the digital platform they prefer for transactions. It can be as simple as an insert, clearly stating visit our patient portal or scan this QR code to view and pay your statement securely whenever it's convenient for you.

Sarah: 10:06

 Direct, simple, actionable. Love it.

Brad: 10:09

 And you can use that space to Explain all the ways they can pay online through the portal. Credit card debit, E check, maybe setting up autopay or. Or using those plan payer flex pay options we talked about. Maybe to something like paywoot.

Sarah: 10:20

 You could even make it a little how to guide right on the insert.

Brad: 10:23

 Definitely. Like step one, visit paywoot.com or scan the QR code. Step two, create an account or use guest pay. Step three, view your balance and statement. Step four, pick how you want to pay. Step five, choose full payment financing or maybe schedule auto payments. It just makes that digital step feel less daunting. Breaks it down, turns the insert into a helpful guide.

Sarah: 10:49

 Okay, so we've covered payment options, financing and driving, portal use. All very financially focused. What's next? Can these inserts do more?

Brad: 10:56

 Absolutely. They're a powerful channel for broader patient engagement too. Which brings us to strategy number four. Delivering seasonal or practice specific messaging. Think about it. Healthcare needs change throughout the year, right?

Sarah: 11:08

 Sure. Flu season, allergy season, back to school physicals.

Brad: 11:11

 Exactly. Inserts are a perfect low cost way to nudge patients about these things. Promote flu vaccinations in the fall. Actually, there was a study showing just one written reminder message increased flu shot rates by 16% compared to no reminder at all.

Sarah: 11:25

 16% just from a simple written reminder. That's impressive.

Brad: 11:29

 It is. You could promote skin cancer screenings in the summer, maybe wellness visits at the start of the year. It shows you care about their overall well being, not just collecting payments. It helps build that stronger patient relationship.

Sarah: 11:42

 And the message doesn't need to be complex, right?

Brad: 11:44

 Not at all. Simple, brief messages work best. Like, did you remember your flu shot? We still have appointments available. It catches them when the topic is relevant and links it directly back to your practice in a helpful, non intrusive way.

Sarah: 11:58

 Okay, makes sense. And the fifth strategy? You hinted it was kind of a bonus.

Brad: 12:02

 It really is. Strategy number five, use inserts as a free marketing tool. I mean, think about it. You've already paid the postage to send the bill. So any insert you put in there, it's essentially a bonus slider riding along for free.

Sarah: 12:15

 The ultimate piggyback marketing.

Brad: 12:17

 Pretty much. And marketers know this. In one survey, 91% of marketers said direct mail actually gave them the best response rate of any channel they used.

Sarah: 12:25

 91% better than digital.

Brad: 12:27

 That's what they reported. And 78% said it had the best return on investment. So yeah, every envelope is a marketing opportunity you're already paying for. Don't waste it. Use that space to build your brand, promote A new service line, maybe include a little patient satisfaction survey slip, or even offer a small discount for paying promptly.

Sarah: 12:47

 Lots of possibilities there. The key, I guess, is making sure the message fits the patient. Relevance.

Brad: 12:52

 Absolutely. Relevance is always key. Match the promotional message to your patient's likely needs or interests, if you can.

Sarah: 12:59

 Okay, great. So we've got compelling reasons why practices should use inserts and five really solid strategic ways to use them. Now let's talk execution. How do you create inserts that actually work, that don't just look like, you know, junk mail stuffed in with the important bill? They need to resonate.

Brad: 13:16

 Exactly. You want them to feel professional and helpful. So best practices, first up, design and messaging consistency is absolutely key. Your inserts need to feel like they come from your practice, consistent with your brand, colors, fonts, the overall tone of voice you use.

Sarah: 13:30

 Right. So it feels integrated, not random.

Brad: 13:33

 And the messages themselves, keep them clear, keep them straightforward. Remember, the patient's main focus is probably the bill itself. So your extra message needs to be immediately understandable. No one's going to wade through paragraphs of text.

Sarah: 13:46

 That's such a good point. Avoid dense blocks of text. Bullet points are your friend here. Right. Simple infographics, brief announcements.

Brad: 13:54

 Absolutely. Bullet lists, Maybe a simple chart, Short announcements. Focus each insert, ideally on just one single topic. Payment options, flu shots, whatever. And always use a clear, informative headline so they know what it's about at a glance. And please, please avoid medical jargon or overly complicated terms. Keep it simple. Direct, patient friendly language makes total sense.

Sarah: 14:15

 What about visuals? We mentioned QR codes.

Brad: 14:18

 Yes, visual elements can really help. Relevant images, simple charts, infographics. They can boost effectiveness and made it more engaging than just text. And QR codes, as we discussed, are fantastic. There's such an effective bridge between the physical paper and your digital channels. Patients can just scan it quickly with their phone and go straight to the payment portal. Or get more info or schedule something super easy.

Sarah: 14:39

 Effortless connection. Love it. And crucially, the call to action.

Brad: 14:44

 Oh, absolutely crucial. Every single insert needs a clear call to action. What do you want the patient to do next? Do you want them to visit your website, call the office, scan the code schedule online? Make that next step blindingly obvious and easy. Use direct language, call today, visit now, scan to pay, schedule online. And always, always include the specific contact info or the website link or the QR code right there. Leave absolutely no room for confusion about what to do.

Sarah: 15:10

 No ambiguity. Got it. Anything else on Best Practices?

Brad: 15:14

 Just one more thing. Don't forget the power of testing. And iterating Once you start using inserts, don't just set it and forget it. Experiment a little. Try different messages, maybe tweak the design, try different offers, maybe even different timing for seasonal messages. And then try to track what works. Look at metrics like website visits from QR scans, portal signups, calls mentioning the insert appointments scheduled for promoted services. That feedback loop is how you really refine your approach and maximize the impact. Make sure you're getting the most out of every single envelope, right?

Sarah: 15:45

 Continuous improvement makes sense. Okay, so let's bring it all together. The core message here really seems to be don't waste the envelope. With patients definitely opening most mailed statements and so many facing higher costs and medical debt, every bill that goes out is actually this invaluable opportunity.

Brad: 16:02

 It really is. It's a chance to educate, to reassure, maybe ease some anxiety and just enhance that patient relationship in a way that genuinely matters to them. Well crafted inserts, they can significantly boost collections, sure, but also strengthen patient loyalty, maybe even increase revenue through promoting services, and all without needing a huge new marketing budget or extra postage. It's about smart communication using that valuable.

Sarah: 16:29

 Often overlooked real estate right there in the envelope.

Brad: 16:32

 Exactly. You can remind them of their options, gently invite them to engage online, and just show them you care about more than just getting paid.

Sarah: 16:39

 So as we wrap up, here's something for you, the listener, to think about. Consider what else you could be communicating in those envelopes beyond just the bill itself, something that truly matters to your patients, that adds real value to their experience. What simple message just tucked into that unassuming envelope could spark an aha moment for them and maybe foster a deeper, more connected, more trusting relationship with your practice. It's really more than just a bill, isn't it? It's a potential conversation.

Narrator: 17:08

Thanks for tuning into the Billing Blueprint podcast. For more insights or to dive deeper dive deeper into today's topics. Head over to billflash.com. Don't forget to subscribe and we'll catch you next week with more strategies to keep your practice running smoothly and getting paid faster

Sources:

Maximize Every Envelope: How Direct Mail Inserts Can Turn Bills Into Opportunities