The development of a multi-stage mailing campaign which not only showed the excellent quality of HARTMANN products, but also gave examples of the product’s real benefits. The initial teaser was followed by an info-mailing which gave the urologist the chance to request an extensive info-pack. Included in the pack were specific product flyers and a ‘discretion card’ to eliminate the embarrassment when asking for products at the chemist. These marketing tools could be placed directly in the doctor’s office. Other information resources could be requested by using an enclosed response tool. Doctors who did not respond received a follow-up mailing.

The response rate was 16% (doctors who requested an info-pack).