Thomson Reuters Medical Malpractice Direct Order Campaign

Medical Malpractice Direct Order Campaign

Business Objectives:• To increase direct order sales of Medical Malpractice print

products.• To leverage West's brand position as the premium provider of

research information to the legal industry.

Communication Strategy:• Provide industry trend information along with product

information.• Develop a format that conveys urgency and timeliness.

Medical Malpractice Direct Order Campaign

Program Execution:• The product brochure was formatted as a Medical Malpractice

Alert newsletter, which included industry news and practice tips from the promoted books. Each Alert newsletter in the series contained new information to reinforce the timeliness.

• Package included letter and business reply envelope with a multi-option order form.

• A free medical dictionary was offered for large orders.• Mailing went out in an oversized envelop to stand out in the

clutter.• Winner of ARC gold award from the Midwest Direct Marketing

Association for Best B2B Sales Campaign.

Medical Malpractice Direct Order Campaign

Best

B2BSales