Bausch & Lomb Mail Pushes Patient Compliance
Following your doctor’s orders may not be an easy task for every patient. But sometimes, a simple direct mail piece can make a big difference.
Mailer Name: Bausch & Lomb
Date Mailed: January 2011
For people with Age-Related Macular Degeneration (AMD), Bausch & Lomb developed a patient-adherence program called “Joy of Sight.” Members receive a variety of materials to keep informed on their condition and protect their eye health with supplements. These can include brochures, product samples, and testing aids.
Patients also get coupons in the mail, like these for the company’s PreserVision product. On this 6-1/2”x11-1/2” mailer, they are paired with a motivational message related in some way to healthy living: “Because my independence matters. I AM determined to keep eating a healthy diet.”
The other side of this type of mailer usually includes a brief tip or advice on living with AMD and consulting your doctor if there are any vision changes. Here, a recipe for sweet potato salad is used to support the program’s healthy lifestyle mission. Sweet potatoes are high in beta carotene, or as the postcard says, “eye-healthy nutrients.”
NOTE: Several years after this effort was mailed, beta carotene was removed from the original PreserVison formulation after new trial studies indicated that other nutrients may be safer and possibly more effective.
Look for ways to keep customers interested in your coupons by surrounding them with at least a little content.