CPM Handles Direct Mail Campaigns for 2 Illinois Hospitals

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Customer Potential Management managed direct mail campaigns for two Illinois hospitals that encouraged people to seek medical screenings in order to identify potential health problems.


While working with Silver Cross Hospital, Joliet, IL, CPM dropped 130,000 mailers to people in the hospital's primary service area, which includes Will County, IL, and the surrounding region. The first drop of 100,000 went out in February and was followed by a second drop of 30,000 in May.


The blue and white self-mailers urged consumers to complete a health-assessment test. The 6-inch-by-5 3/4-inch piece unfolded to three panels that included text and subheads such as "Ten Minutes to a Healthier You!" It was designed by advertising firm Sturm, Rosenberg and King, Chicago. Minimizing the cost of the piece was an important consideration, said Tracy Simons, community relations manager at Silver Cross.


By returning a tear-off reply card on the mailer, or by calling the hospital's toll-free number printed on the piece, consumers could request a print copy of the assessment test. They also could take the test online at the hospital's Web site, which also is printed on the mailer.


Consumers then returned the completed test to CPM, East Peoria, IL, which issued coupons for free health screenings at Silver Cross based on potential health problems identified in the assessment.


One consumer took the test online for every four consumers who completed the written test.


"The Web site seemed to attract a younger audience," Simons said. "They may not be as concerned about their health as their parents are."


Silver Cross purchased list information from CPM and matched it against its own database. It tried to focus the campaign on those who had yet to use the hospital's services.


Six months after the start of the Silver Cross campaign, 2.61 percent of those who received the mailer took the assessment test. The hospital, which budgeted $100,000 for the campaign, estimated that consumers who took the health assessment went on to spend approximately $500,000 for services at the hospital.


While working on a campaign for OSF St. Francis Medical Center, Peoria, IL, CPM began sending direct mail packages in February to women between the ages of 40 and 70, encouraging them to schedule a mammogram. CPM dropped 26,627 packages in the first six months of the effort and planned to drop a total of 50,400 during the 12-month campaign.


The package includes an 8 1/2-inch-by-14-inch bang-tail letter with a perforated coupon that can be returned in a No. 9 business reply envelope. The package is mailed in a specially converted No. 10 window envelope. CPM sent the packages to coincide with the birthdays of the recipients.


During the first six months of the ongoing campaign, 4.12 percent of the women who received the direct mail packages visited St. Francis for a mammogram.


The campaign had a budget of $26,000 for the year and produced nearly $350,000 during its first six months.
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