Maintain awareness and solicit sample requests from both called-on and non-called-on physicians during a 12-month period.
Two separate, multiwave direct mail campaigns with intellectual challenges and content designed to elicit engagement and response.
'Did You Know' Campaign
'Be Aware' Campaign
Both campaigns had a common BRC offer for samples. The ‘Did You Know’ (called-on physicians) campaign produced an average response rate of 15.71%. The ‘Be Aware’ (non-called-on physicians) campaign produced an average response rate of 13%