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.

Metal created a dimensional mail piece designed to cut through the clutter of traditional mail. We used the hospital “pain rating scale” to help convey the message that the Picis solution could ease their burden. The client mailed 300 pieces and ended up with 33 meetings with prospective customers.