Anatomy of a Control: A Major Acquisition
The reply card is called a "No-Risk Certificate" and is given a number, which shows the prospect that the offer is exclusive in some way, says Johnson. And so prospects don't need a pen that can slow down response, involvement stickers are used for the bill-me-only reply card.
Lastly, a full page is devoted to "The Mayo Clinic Story." "It creates public awareness about what they do and also supports the offer. We're fulfilling the organization's mission," explains Johnson, who says it's important that prospects see Mayo Clinic as much more than selling a product, but a place that supports pioneering medical research and excellent patient care.
"It's the most fun thing I've done. It's over the top with the impact it's had," relates Johnson. "It has saved people's lives. That's as rewarding as everything else."
- Package name: Mayo Clinic Health Letter
- Year first mailed: 1995
- Number of years as a control: 14
- Average drop: 2 million-5.3 million per quarter
- Copywriter: Mark Everett Johnson,email@example.com, 717-609-3096
- Marketing director: Jim Hale, Mayo Clinic Health Letter
- Production and Designer: Karyn Jones, Kendra Smale, RR Donnelly Response Marketing Services, Bloomington, Minn., 952-548-5935
- Premiums used: Editorial reports