Scalable Communications direct mail case study

The healthcare sector - and the professionals who work in it - are inundated with information. It's vital to what they do, but they can't always access it when they want. Scalable Communications is a business communications provider with extensive experience in the sector, but the company needed to raise its profile among IT directors and managers in NHS trusts and private hospitals to let them know how its IT services could help.

Instead of sending this time-poor audience swathes of information about Scalable Communications' products and services, agency Redroute decided to send an unbranded box containing a pair of pill-shaped cufflinks. These came with a personalised insert introducing the company, a phone number to call and a small brochure explaining how its IT services would speed up the flow of patient information.

Just 200 warm prospects received the intriguing unbranded mailpack, yet the B2B campaign turned in an impressive 407% ROI and a 3% conversion rate.