Spectrum Health Helen DeVos Children’s Hospital

DIRECT MAIL DRIVES RESPONSE RATE
In the summer of 2007, Helen DeVos Children’s Hospital approached RM+D to create a direct mail piece that would inform parents of potential summer dangers. The goal was to drive parents to the Web site for more information and urge them to request a copy of the hospital’s free informational booklet, either online or via their hotline.

Well-organized and graphically appealing this tri-fold was a standout among mailbox content. The response was overwhelming—more than 4,500 booklets were requested.

Additionally, traffic doubled on the KidsHealth page of the Helen DeVos Children’s Hospital Web site. During April, May and June of 2007, the KidsHealth page averaged 5,000 visits per month. The month following the mailing, over 10,500 visits were logged.