East Texas Medical Center
ETMC is a $500 million medical center with some 50 offices across Texas.
Following a successful physician recruiting program, many of their clinics were staffed with doctors who had no ties to the community or base of patients. Business Direct was able to analyze the medical center's data base and design postcards with different images, copy, and headlines, each personalized to the recipients.
A family headed by a single mom saw one version, a retired couple saw another, and the ETMC physician was featured in the best possible light.
The result? In one 48-hour period ETMC made new patient appointments for over 40 people in one neighborhood clinic alone!