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How to get significant response from a direct mail campaign? You send a package that people are immediately curious to see what ‘they got’! This campaign was specifically targeted to doctor’s offices: the outer mailing sleeve is printed in a pattern reminiscent of examination gowns which in itself has a funny reference of being opened to see what’s inside. Boldly enclosing an actual $2 bill was a sure-fire way to make an impression. The entire package was created with folding carton structures, making it easy to assemble and lightweight to ship. In an era when a 3% response rate was considered successful, this program generated close to a 10% response rate!

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