Direct mail: Creating materials that inform and inspire

Role: Lead copywriter

At a time when more and more community hospitals are closing their doors due to financial, industry, and regulatory challenges, athenahealth helps them not just survive but thrive. But many hospitals don’t know we have services for them. The request was to create a direct mail piece that would drive awareness, explain how our services have grown, and persuade the prospects that partnering with athenahealth can help them grow, too.

We created a double-sided poster that was rolled up and shipped to prospects. Side one features a timeline I wrote of athenahealth’s entry into the inpatient space; side two has an inspiring quotation I found about growth, which we envisioned the recipient posting in their workspace. Along with the poster and a cover note, we included packets of lavender seeds labeled with the words “grow with us” – the flowers are athenahealth purple, of course.