Case study: Robert Wood Johnson University Hospital
Copy: To-physician direct mail letter
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 local central New Jersey referring PCPs and patients’ reluctance to travel were among the obstacles to be overcome.
Copywriting solution: Working closely with RWJMS oncologists I crafted a letter that hit home with referring physicians by asking “How much free time do you have?” Using concise and scannable content, my messaging acknowledged physicians’ pain points, then delineated benefits of the offering—collateral providing expert, easy-to-read information, handy tear-sheet, inside look at the latest technology—to encourage physicians to read and keep the enclosure.
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