Biogen develops pharmaceuticals for patients with Multiple Sclerosis, and they need to be in close contact with neurologists and nurses. That’s why they’ve created a digital portal to facilitate communication and knowledge sharing. But no one was using it.

Neurologists and nurses are notoriously busy and conservative. We needed to create attention and make them go online and sign up. So we use’d an oldschool platform to welcome them to the future.

We wrote hundreds of personal, handwritten letters for the doctors and nurses working in the field of MS. And it worked: With a response rate on 32 %, one third of the target group signed up.

We picked up pen and paper and started writing.

Actually, we wrote 176 of personal, handwritten letters for all the doctors and nurses working in the field of MS.

The target group was divided in several segments, so we were able to tailore the messages for each individual recipients.

A classic letter written by hand, welcoming them to the next generation of communication is a perfectly way to create attention in an understated way. Showing respect of each member of the target group – and still pointing into the modern world.

We wrote hundreds of personal, handwritten letters for the doctors and nurses working in the field of MS. And it worked: With a response rate on 32 %, one third of the target group signed up.