Situation:
With a recent reduction in the pricing of their ED product, Picis—a global provider of information solutions for hospitals—set their sights on a targeted list of key prospect accounts. Many of these accounts had previously considered the Picis solution but had noted price as a key barrier. While Picis wanted to communicate that their product was now “more tailored to small and mid-sized hospitals,” they were hesitant to promote a “price slashing” which might imply that they had been over-priced in the past.
Creative:
Keeping limited marketing budgets in mind, Metal Creative developed two dimensional direct mail pieces targeted at two different audiences (IT vs. medical), but which leveraged the same giveaway and mailing box. The piece, delivered via Priority Mail, broke through the clutter for a tough-to-reach audience. The message focused on value over price and called specific attention to the unique needs of the smaller or mid-sized hospital.
Results:
Picis targeted 345 hospitals in the campaign, and generated qualified prospects at 33 facilities, yielding just under a 10% response rate. Picis later chose to reprint and leverage the campaign again for a second wave of target facilitates.
