Develop an ongoing direct mail program for medical device company B. Braun OEM that can spread virally throughout an office and generate additional contacts.
Pulling this multi-part program off required giving medical design engineers something they could use every day while delivering information about B. Braun’s capabilities in an entertaining and enlightening way. It needed to be interesting and fun enough so others in the office would want one.
A notebook — or series of notebooks — was the ideal vehicle to do the job. Each notebook highlighted a B. Braun OEM capability, such as design innovation, packaging or regulatory expertise, and provided entertaining stories about the subject. For example, the regulatory notebook featured oddball laws still on the books in towns, states and the federal government. A tip-in card allowed colleagues to contact B. Braun for their own notebook.
Now in its third year, the notebook series has generated response many times the direct mail average of 3% and greatly expanded B. Braun’s contacts.