Cover Story: Truth 
in Advertising

Mayo Clinic puts straightforward direct mail creative to the test

Greg Shevlin, list manager; James Hale Sr., marketing director, patient and consumer market, global products and services; and Gary Peterson, senior marketing manager

Mayo Clinic drove up response with this direct mail package printed by Downers Grove, Ill.-based RR Donnelley Response Marketing Services. The letter copy dealt head-on with prospects’ economic concerns, while the piece’s overall look retained the professional appearance it seems the public expects from the clinic (letter shown here).

Mayo Clinic drove up response with this direct mail package printed by Downers Grove, Ill.-based RR Donnelley Response Marketing Services. The letter copy dealt head-on with prospects’ economic concerns, while the piece’s overall look retained the professional appearance it seems the public expects from the clinic (outer envelope shown here).

Mayo Clinic drove up response with this direct mail package printed by Downers Grove, Ill.-based RR Donnelley Response Marketing Services. The letter copy dealt head-on with prospects’ economic concerns, while the piece’s overall look retained the professional appearance it seems the public expects from the clinic (reply BRE front shown here).