Carestream Health - Coffee Theme Jolts Campaign

Approach: Last May, Carestream Health Inc. has new digital imaging and information management solution for mammography imaging centers. It mailed triangular boxes containing a personalized letter, a three-question survey and a logo-branded coffee mug to decision-makers in the field. After completing the survey via business-reply card or a dedicated microsite, recipients would be mailed two packs of coffee. The fulfillment package also contained additional survey questions and an opt-in for e-mail communication.

Results: Within three months of the first mailing, a 44.5% response was obtained.

Author: Mary Hurn