CPM Marketing Group has opened a Variable Digital Color Imaging Services Center to give healthcare organizations the ability to truly fulfill the goal of one-to-one communications with custom messages for each individual in their market.
Variable digital color imaging is a large-scale, sophisticated publishing technique where all elements on each printed piece, from postcards to newsletters, are dynamic or variable. It fulfills the true promise of one-to-one communication with each individual by enabling organizations to create the most meaningful concept, printed piece and offer for each person. The end result is a very different and tailored approach to marketing where each piece may vary any or all of these elements: name, art, custom graphics, offer, stock, physician’s photo, etc. Any dynamic element can be placed in any position on a mailing piece based on data about the recipient and/or campaign strategies.
Another benefit of variable digital color imaging is short production or turnaround times of mailings that have specific deadlines, such as event or seminar information. In addition to the new approach to creativity required to achieve results with variable digital color imaging, technology and production knowledge are essential. The technology consists of large machines that can print one or two-sided full color pieces at varying speeds. The production side of the equation is an understanding of variable printing processes and how to use data to vary and customize printed pieces. CPM has been using this type of production technique with black and white printing processes for several years, and thus had the staff knowledge and skill to implement the variable color printing concept.
The ability to truly tailor mailing pieces to an individual rather than groups strengthens the validity of print as a marketing medium in the wired world. “Within five years, 30 to 35 percent of the print market will transition to personalized printing,” reported Rab Govil, president of PODi, a non-profit think tank focused on understanding the future of printed communication in the March 2002 issue of 1to1 Magazine. CPM’s Variable Digital Color Imaging Services Center combines print technology and social psychology to strengthen healthcare organizations’ ability to manage and
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