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ABOUT CATALPHA :: Press Releases
Catalpha Advertising & Design Helps St. Joseph Medical Center “Move In” with Their New Neighbors -- Direct mail campaign to new area residents nets an above average 4% return.
(Towson, MD) - Moving can be a stressful time for many reasons, including some people don’t even consider. Like having to find a new family physician or specialist. Recognizing an opportunity to introduce St. Joseph Medical Center to a new population, Catalpha Advertising & Design recently designed a “New Movers” campaign for the hospital that has netted an above average return of 4% per mailing.
“We needed to reach out to people coming into the area,” explains Ginny Gullett-Tawes, Director Marketing and Public Relations for St. Joseph Medical Center. “That’s a really important time to introduce the hospital to people, right when they need to find a new hospital and doctor.”
Gullett-Tawes turned to Catalpha Advertising & Design to help her develop the mailings. Thanks to her long association with Catalpha, she knew they could handle the challenge of presenting the hospital in a way that was sophisticated, accomplished and yet approachable.
Catalpha developed a two part mailing campaign. The first piece consisted of a personalized welcome letter, with a refrigerator magnet for the hospital’s physician referral service and a brochure about the hospital’s services. Also included was a postage-paid reply card soliciting information and offering a free fever strip thermometer. Two weeks after sending this package, a follow up postcard was mailed to the same list, with another refrigerator magnet attached.
“It was important to present St. Joseph the right way, to make the mailing informational and welcoming,” explains Don Keller, Catalpha’s Vice-President. “We wanted to show a modern hospital and give a sense of its specialty areas but still present a human face to health care.”
“The design has our actual staff members on the front and they look great,” says Gullett-Tawes. “We knew we wanted to give people an introduction to the hospital and we also wanted to give them something of enough value – the fever strip thermometer – that they’d take notice of it. And we wanted a refrigerator magnet for the shelf life. Catalpha gave us all of that, plus it’s a very sophisticated look and it works for us.”.
As a side benefit, the check boxes for more information on the reply card include one regarding employment opportunities – which Gullett-Tawes says has resulted in a number of applications for employment.
St. Joseph plans to mail the New Movers package three to four times next year as well. And the campaign’s success isn’t just confined to generating leads – Catalpha has won several awards for their work on this project and others for St. Joseph this year.
For information on similar programs or other projects, contact Catalpha at 410-337-0066.
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