Winner of New England Direct Marketing Association 2018 Silver Award
Work done while employed by athenahealth
The ask: To engage past, present, and future agency-based media buyers and show them what makes athenahealth's Epocrates app truly different than other Health Communication Partnership channels, we created a luxury “planning season survival kit” and emails. The “Open Up and Say Ahhhhhhh” box contained items—including a lavender candle, chocolates, and a small blanket—carefully selected to show that Epocrates understands the stress of planning season and can help by offering a no-brainer solution. The box contained an informational booklet highlighting the effectiveness and advantages of advertising within the Epocrates app.
My role: Brainstorm concept and creative execution, collaborate with lead designer on the look and feel—and write title copy, item labels, and full informational booklet.
The result: Our effort to nurture interest in Epocrates—by nurturing media buyers with comforting treats—brought an immediate, warm response from our audience. We mailed 480 boxes, and enjoyed a higher-than-usual response rate.
Designer: Jen Magathan