With a recent reduction in the pricing of their ED product, Picis—a global provider of information solutions for hospitals—set their sights on a targeted list of key prospect accounts. Many of these accounts had previously considered the Picis solution but had noted price as a key barrier. While Picis wanted to communicate that their product was now “more tailored to small and mid-sized hospitals,” they were hesitant to promote a “price slashing” which might imply that they had been over-priced in the past. Picis targeted 345 hospitals in the campaign, and generated qualified prospects at 33 facilities, yielding just under a 10% response rate.
Lead Generation, High Impact Direct Mail