To be “hated” as a person is terrible—but as an industry, it’s seems even more daunting. We wanted to our healthcare industry decision-makers to start thinking of their individual brands as friends of their prospects and members—as someone who’s always there to listen and help versus something they only need when they’re sick. We brought the idea to life as an over-sized direct mailer that was sent in a translucent mailer, to ensure our audience started to engage with it before it was out of the envelope. The mailer itself was extremely high quality, including a hand-stitched binder—and utilized a special film between messages to transform a potential problem into a solution. Or, as a friend would do—it allowed the reader to see the brighter side.
Learn more about our direct mailer in the video below: