Campaign: Targeting a specific audience

Role: Lead copywriter

The population of Texas is growing, but the physician population isn’t keeping up. For Texas-based doctors, that’s a recipe for burnout. To get the attention of Texas medical groups concerned about physician engagement and burnout, my design partner and I came up with a Texas-themed “feel the burn, not the burnout” package.

The box includes Texas-sourced barbecue sauce and brisket rub—just in time for cookout season—plus a brochure with metrics and proof points explaining how athenahealth is the partner that can help medical groups cool down physician burnout.

For a broader audience, I also wrote OLA that plays on a well-known song.

The package won a 2019 Gold Award for Direct Mail Dimensional piece from NEDMA, the New England Direct Marketing Association.