"Revolutionary" Campaign Exceeds Response Objectives

By Bob Green, President and CEO, The Verdi Group

A working model out of paper? Some thought it wasn’t possible!

DRX3

Carestream Health, Inc. called on the creativity of The Verdi Group to assist with lead generation for its DRX-Revolution Mobile X-Ray System. With the irresistible appeal of a scale paper model, the integrated campaign exceeded response objectives within the program’s target audience and resulted in unforeseen appeal among unexpected users, with Barbies and Beanie Babies abandoning their shelves to visit hospitals across North America and test out the miniature model.

ObjectivesDRX1

1. Achieve a 5% response rate.

2. Generate 100 qualified leads.

3. Create a direct mail piece that makes an impact on the audience.

Implementation/tactics

The mailing targeted radiology administrators, decision makers for the DRX-Revolution purchase, and radiologists, end users responsible for the daily operation of the machine.

To remain compliant with new healthcare marketing regulations prohibiting promotional gifts or premiums, the agency DRX2tapped into its renowned creativity to transform the ordinary into the extraordinary. The idea was paper thin—literally. Verdi designed the intricate, scale model entirely out of paper to create a miniature DRX-Revolution X-Ray System that mirrored all the features of the real thing: working wheels for easy maneuverability, collapsible column, and removable cassette detector. The paper model arrived with a personalized letter and an owner’s manual, illustrating the model’s sophisticated construction and key benefits.

The campaign launched in September 2012 and continued until email and telemarketing follow-up concluded in early November.

Results

“This model is in my hands and I would love to actually have one!  A REAL ONE!”

The DRX-Revolution campaign achieved a 7.1% response rate and generated 112 qualified leads and 41 opportunities valued at $10.9 million. Social media glowed with unsolicited delight from mailing recipients, with viral enthusiasm in the form of colorful photos and videos depicting the DRX-Revolution model in use by childhood companions clad in tiny scrubs. One recipient even installed a toy car’s motor into the model for remote-controlled fun on the radiology floor. The video sensation shows the motorized paper model in action, trailing radiologists through hospital hallways. Talk about a paper chase!

Here’s a short video containing video footage of Verdi’s DRX-Revolution paper model.

Credits—Rochester, NY, organizations

EDITOR’S NOTE:  The Verdi Group was a 2013 Pinnacle Award winner in the Campaign category #5  New Product or Service Launch