Challenge

As we all know, getting a marketing message in front of a CEO is a tremendously difficult task. But that was a critical mission that CommonWell—an emerging healthcare alliance—needed to undertake. Its goal was ambitious but clear: Find a way to bypass multiple gatekeepers and capture the attention of key decision makers whose companies were deemed to be a solid fit for partnering with CommonWell.

Solution

Knowing that peer-to-peer communication is highly effective, we developed a direct mail package featuring a video brochure—a breakthrough device that allows C-level recipients to see and hear the organization’s leadership discussing CommonWell’s progress and contributions to the healthcare industry. This innovative format is not only informative, but also extremely effective—as its 30% response rate proves.

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