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Repositionable Notes - Medical Management Institute | |
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Medical Management Institute increased response rates by 45 percent. |
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Company The Medical Management Institute (MMI) is a privately held organization that markets educational material to the U.S. medical industry. Objective Having successfully used Direct Mail in the past to promote sales of their products, the Medical Management Institute wanted to increase response rates for their next Direct Mail campaign, while lowering their production costs. Strategy Every medical practice and hospital must purchase medical coding books annually. The Medical Management Institute addressed the challenge of a saturated marketplace by developing a high-impact, attention-getting Direct Mail campaign to make their product stand out by using Repositionable Notes. |
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Tactics The Medical Management Institute’s previous Direct Mail efforts relied on large sized, four-color mail pieces to grab the reader’s attention. In a focused effort to reduce their costs, MMI selected a standard size envelope and printed in black and white only — utilizing a Repositionable Note as the main attention-getting device. This new format was more cost-effective, allowing them to send the mailing via First-Class Mail® service, which improves the open-and-read rate. Results By calling attention to their offer with a Repositionable Note, the Medical Management Institute lifted their response rate by over 45%. “The Repositionable Note drew special attention to our offer, and many of our customers reported having placed it on their computer as a reminder to call us. The program was a bigger success than ever imagined, and the orders keep coming. The Repositionable Note seems to have extended the life of the campaign,” says Bobby Keene, Department Supervisor of Marketing, the Medical Management Institute. “And we saved money in the process. The campaign cost $7,000 less than last year. We will definitely continue to use this method with future mailings.” For More Information
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