Professional Health Services (PHS) provides a variety of health screening and medical evaluation programs to meet companies’ compliance and wellness needs. Based in Pennsylvania but servicing government agencies, municipalities and private corporations around the country, PHS has a long and successful history of customizing and implementing wellness solutions for organizations of all types and sizes.

PHS also boasts a successful track record of using electronic marketing — namely email newsletters and eFliers — as its primary means of generating leads and maintaining contact with current customers.

“We rely almost exclusively on our eNewsletter and eFlier campaigns to build our customer base,” explains Michael Kleinman, president of PHS.

Bridging a gap in time
Each communication method serves a very specific function, so both the eNewsletters and eFliers are integral to PHS’ mission to remain top-of-mind when a customer or prospect needs the specialized services that PHS provides. It sounds simple, but the nature of PHS’ business means a year can lapse in between a customer’s first service call and the second.

In other words, the sales cycle is long and the window of opportunity is small.

Kleinman says, “There’s a lot of downtime between the point of service with a customer and the next time we service that customer. Most of our customers are serviced annually. The same goes for prospects: If we don’t hit a prospect at the right time of year, we could be a year late.”

Staying in front
Therein lies the challenge: PHS often must engage customers and prospects for an entire year before actually getting to do business with them. With Proven Systems on board to produce and manage its electronic marketing campaigns, PHS uses a strategic mix of eNewsletters and eFliers to solve this dilemma.

The eNewsletters serve as a platform to educate and maintain relationships with clients and to consistently remind them of the PHS brand.

“We’re very pleased with the brand recognition that the newsletter has brought us,” says Kleinman. “It certainly helps us in establishing our credibility as a company.”

Getting the response
PHS’ eFlier objectives are different.

“Our eFliers are lead generators,” Kleinman explains.

Designed to drive home a highly targeted message and elicit a specific response, the eFliers are short and to the point. Time and time again, Kleinman sees the results that his company’s eFliers yield.

“I can always tell when an eFlier goes out — the response is almost instantaneous. There’s not much lag time between when the eFlier is sent and when leads come in. And we get spikes in our website traffic every time an eFlier or the eNewsletter goes out.”

For Kleinman, electronic marketing’s proven results plus its low production cost has him sold on electronic versus print advertising.

“We really rely on our electronic marketing to drive our business,” he says. “The eNewsletter supports the eFlier and the eFlier supports the eNewsletter.”

It’s a symbiotic relationship — a lot like that between PHS and Proven Systems. Kleinman says, “Proven Systems delivers what they say they will deliver, and they do it month after month, document after document. They produce something we are very proud to have our name on.”