BIG PICTURE
For nearly 60 years, the American Hospital Association has been the go-to resource for facts and figures concerning our nation’s hospitals, with comprehensive data routinely accessed by researchers, academics, and hospital planners. Although awareness of the AHA remained high, sales for the data products had been slipping in recent years. The AHA turned to Remedy for help.
A NEW LOOK
Our research revealed that AHA customers relied on product packaging to discern one year’s editions from the next, but the subtle changes in the packaging year to year made it difficult to discern when a new version was available. Our redesign for the packaging featured new colors and a graphic treatment of the flag in the AHA logo, modernizing the overall look while leveraging their longstanding identity.
REACHING CUSTOMERS ONLINE
AHA customers are heavy online users. To drive sales, our campaign mix incorporated online tactics including banner ads and multi-wave email blasts to targeted lists. Both online channels allowed the audience to click through to more in-depth information about new product features and easy online ordering.
INTO THE RIGHT HANDS
Direct mail was another important component of the sales campaign. AHA customers and prospects received several waves of postcards, each promoting the release of new data. Remedy’s copy and design presented the information in a highly scannable format.
CUTTING ROOM FLOOR
Sometimes ideas are so bad, they’re good—or at least amusing as you work to find legitimate approaches. Here, two sketches that didn’t make it to the client presentation, but did grace our walls for months.
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