Case Study for Agency
03-1014945-042

We showed Health Alert how to increase advertising response more than
115% and boost average unit of sale 11%!

The Marketing Challenge:

Dr. Bruce West, founder and owner of Health Alert, is the last
independent alternative health newsletter publisher who pays for his
own marketing. The challenge was to produce much greater than average
response to keep up with giant publishers, to stay viable, and to grow.

Response rates for all newsletter publishers are down because of
intense competition. Dr. West’s promotions were producing mediocre
results. He wanted to increase his response at least 25% and position
Health Alert entirely differently than his competitors.

The Creative Solution:

We determined the solution was to create a tabloid sized magalog,
entirely different than all competitors’ mailings. The agency and the
client believed this mailing piece would stand out in the mail and be
read more completely than "traditional" type mailings.

The magalog was organized by diseases and cures for each disease, with
the principal article running from the beginning of the magalog to the
offer at the end. A new name, "Natural Healing Library," was created
for bonuses. Powerful testimonials were used.

The Results:

The response rate increased more than 115% on the highest producing
mailing lists, and the average unit of sale increased 11%. Results were
far higher than the industry average.