Unicare faced a daunting challenge: getting past the administrative assistant gatekeepers to C-level executives.

 

So, I concepted a direct mail campaign that ensured deliverability to company decision-makers. The first piece was a medical records envelope addressed to the CFO. In it was a brain scan printout with enticing copy about a patient and his brain activity.

 

The second piece, delivered days later, included another medical record and an ultrasound image of a heart, as well as descriptive copy about the vitality of the patient.

 

The third piece? An X-ray of a wallet, and the pitch that switching to Unicare would show how smart, compassionate and frugal the executive could be with the provider.