The Why Wait Campaign was a three step direct mail program to increase customer adoption of the Xpert® MTB/RTF test and to raise awareness that the product was available in the United States.
Our target audience was customers who already had one of Cepheid’s GeneXpert® Systems but had not yet implemented our Xpert® MTB/RIF test.
Step 1: Emailed each potential customer an announcement that indicated they should watch for a package that would be arriving in the mail and that they would be receiving Wally. The email also included a link to a fun webpage with a video of Wally joining his friends in the customer’s lab.
Step 2: We then mailed a postcard, with a picture of Wally to the customer, reminding them to watch for a package and to visit our webpage and view the Wally video.
Step 3: Finally, we mailed an engaging package with Wally (a stuffed fuzzy of a tuberculosis microbe) and a sample product cartridge.
Telemarketing follow up was done after the package was mailed to encourage each potential customer to meet with one of our sales reps.
The challenge was to find a fun and memorable way to create an opportunity to present a new product (test) demo to hard-to-reach existing customers.
This campaign was positively received and generated many good solid leads.