Mail Something Different
A unique dimensional mail campaign for athenahealth
"I approached Shawmut to help my team execute a unique dimensional mail piece, in a very short period of time. I was impressed with how their crew embraced the project with enthusiasm and worked diligently to help me pull off one of athenahealth's most successful mail campaigns yet."-Luciana Marzilli, Marketing Associate, athenahealth
athenahealth develops cloud-based services for EHR, medical billing, and patient engagement services in an effort to help providers stay focused on patient care. In the summer of 2015, athenahealth wanted to raise awareness of their solutions among private practices and show how they can enable independent physicians to keep their practice running independently.
When athenahealth approached Shawmut, they knew they wanted to create a dimensional mail program but weren’t sure how to achieve their vision. The campaign’s central message was “Independence: Means Never Working Alone” and athenahealth had a short window of time to pull everything together to coincide with the 4th of July.
Shawmut got to work quickly—providing great production recommendations and coordinating many moving parts to ensure that the project was a success. First Shawmut had to procure the right size tube to accommodate several components including a poster, response form and 10-page white paper.
After testing several options, Shawmut’s team recommended a clear tube with a full wrap. This eliminated the need to affix a label to the outside of the tube and create a two-part mail match—saving valuable production time and additional cost. During the course of the project, athenahealth decided that they wanted to send an additional 10,000 mailers as well as include some red, white and blue candy in the tube. Shawmut rose to the challenge and not only met but exceeded athenahealth’s timeline—executing the mailer several days ahead of schedule.
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