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 Congratulations to our President’s Choice Award Winner, North Memorial Health Care, for its Reference Laboratory Services campaign.
Nothing is more anxiety provoking than waiting to receive the results of a medical test. Speedy laboratory reports, combined with advanced technology and a professional staff, are what comprise North Memorial’s Reference Laboratory.
Getting the word out about this great facility to laboratory managers in health care systems across the Midwest was the responsibility of Sharon Stieg, marketing manager for North Memorial.
Being relatively new to North Memorial, Sharon turned to GLS, a trusted vendor whom she has worked with since 1995, and Account Executive Jim Benedict.
“I’ve worked with Jim for many years, across three companies. He’s extremely creative and always provides me with innovative solutions,” remarked Sharon. “When brainstorming ideas for this initiative, I recalled a very clever direct mail piece that Jim showed me in the shape of a prescription bottle. I knew this was the direction I wanted to take.”
The first step of the campaign was to develop an eye-catching dimensional mailer that would hold an actual North Memorial Laboratory test tube. The goal was to leave a lasting impression so each customer would remember the piece when the North Memorial sales rep called.
Jim enlisted the help of Dick Thompson, structural CAD designer for GLS, who constructed a number of dimensional mock-ups for Sharon to review. Once the sample was selected, GLS created a die line for North Memorial’s designer to use.
In addition to the dimensional mailer, the campaign consisted of a postcard, two sell sheets, capabilities brochure, magnet and folder.
“This was a very complicated project that required a number of GLS services from creative to fulfillment and mailing. I’m very pleased with the final pieces, particularly our color match between the digital and conventional presses,” said Jim Benedict.
“We’re very pleased with the results of the mailing,” stated Sharon. “To date we have received a 50% response rate to our mailing.” She said that based on the success of this project, it is likely that North Memorial and GLS will partner together in the future.
GLS President Gary Garner said that this campaign illustrates the synergy of “art and science” in successful marketing. “Congratulations to North Memorial for building awareness about its lab services in a truly creative and memorable way.”
For more information on the President’s Choice Award program please talk to your GLS account executive, or
call Gary directly at 763.971.3277
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