Project: California Spinal Direct Campaign continued
The campaign included a series of direct mail tools including a CD-Rom mailer with an automated pro forma that allowed physicians to forecast practice profits based upon medicare reimbursements for total sales of specific spinal products. Other direct mail follow-up components gave respondents the opportunity to receive complimentary product samples ($100 value) and patient diagnosis and treatment protocol displays.
The program was launched in conjunction with an exhibition at the North American Spine Society’s annual conference.
- ROI: The client's aggregate response rate for this multi-phase direct
marketing program reached an amazing 14%,
due in part to attractive incentives to return
product information request cards.