Case study: Robert Wood Johnson University Hospital


Copy: To-physician direct mail collateral

Marketing challenge: Radiation oncologists at Robert Wood Johnson Medical School (RWJMS) sought to raise profile and boost referrals for their world-class customized radiation therapy. Low-recognition among central New Jersey referring PCPs and patients’ reluctance to travel were the among obstacles to be overcome.

Copywriting solution: Working closely with RWJMS oncologists I crafted copy that speaks directly to physicians’ pain points—their desire to save time and hassle as well as to provide best therapeutic options for patients. After establishing rapport, content illustrated RWJMS’s unique solutions and touched on state-of-the-art services now on their side of the river. For added value I created a handy tear-sheet that delineates a variety of cancers, radiation options and benefits to patients.

View/download direct mail collateral PDF

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