After the success of the hourglass piece, Imprivata turned to CommCreative to create another breakthrough direct mail piece, this time targeting IT professionals at hospitals. Our solution was to develop a piece that reminded the audience of classic 8-bit video games. A distinctive, triangular-shaped box held three t-shirts, each of which included a graphic reference to a classic video game while driving home the value props of OneSign. The entire piece was adorned with an 8-bit character (a physician holding a swipe card) we created to personify use of Imprivata OneSign.
A Distinctive Timepiece
We created an attention-grabbing dimensional mailer that included a 35-second magnetic hourglass timer. More than just a great conversation piece, the hourglass demonstrated how much time OneSign can save healthcare providers. The package also included a customized insert label addressed to each prospect, with a call to action driving them to a landing page.
Timely digital components
The landing page featured both video and printable case studies and a short reply form.
To ensure that the hourglass mailing would have maximum impact, we sent a teaser email announcing its arrival, and a follow-up email with a case study about another Imprivata customer. The campaign also extended to web ads that were targeted by IP address to prospects at leading healthcare facilities.