The Challenge:

With limited promotional spend in a crowded marketplace, DynaCirc CR needed unique and impactful non - personal promotion that would grab and keep the attention of their target physicians across an extended time frame, while also crystallizing the positioning for the brand.

The Answer:

Metaphor developed the "One Step Beyond" mail campaign - a multi - wave dimensional mail program that provided physicians with practice - relevant premium items and valuable resources and tools to assist in the management of patients with hypertension. The materials were well received by the target physicians and helped drive an increase in market share for the brand.

This 5 wave series of self - mailers relied on recently published retrospective data that showed reductions in rehospitalization rates. Using an umbrella theme "Rehospitalization ... cause for concern in the CHF patient" and then answering it with the program title "Impact the Cycle" paid dividends for Boehringer Mannheim. The result of the mail campaign was an unprecedented response rate in excess of 20%.