Entry Category: Direct Mail, Campaign
Entry Title and Organization: Winola Lake Direct Mail – Campaign, Creative Marketing Alliance
Award Received: Silver
Challenges: Winola Lake sought a marketing solution to connect with hospital IT and executive decision-makers about their products and getting through to this person was challenging (many of them have gate keepers) so we needed to develop something that was sure to make it through their door.
Description: Healthcare facilities nationwide are increasingly transitioning from paper-based patient files to electronic medical records (EMR). Our firm was retained to raise awareness and generate sales leads from hospital IT and medical executive management for Winola Lake Health IT’s in-room mobile monitoring and digital patient diagnostic devices that
enable cost-saving EMRs.
Strategy: The benefits of electronic medical records are numerous, but making the transition from paper-based patient files to EMRs is a complex undertaking-seemingly a “Mission Impossible.” To reach healthcare executive management decision-makers, we developed a “Mission Possible” theme for a direct marketing campaign.
Tactic: Our firm created a three-phase, 3-D direct marketing campaign driven by high-impact, printed 6? by 8? lidded boxes. When opened, a sound chip in the box lid played a close facsimile of the Mission Impossible soundtrack. An “espionage technology” premium item was featured inside each box—such as a tape cassette containing a USB drive or an MP3 player desk pen. When activated, these premiums played short messages about Winola Lake’s mobile medical products. The third mailing contained a miniature briefcase containing a Winola Lake salesperson’s business card, proclaiming the company’s interest in making “a brief case” about why Winola Lake should be a hospital’s mobile healthcare IT partner. This box also contained a Winola Lake brochure co-branded with suppliers Motorola and Honeywell.
Results: The sales team at Winola Lake Healthcare IT provided telemarketing follow-up. The engaging ”Mission Possible” theme, high-impact 3D presentation and repeat messaging of the campaign effectively raised awareness of Winola Lake Health IT in the healthcare marketplace.