Using Reputation to Drive Response – Mayo Clinic Home Remedies Label Carrier Mailing

About Project

Mayo Clinic Press had just released a brand-new edition of its self-care guide, Mayo Clinic Guide to Home Remedies. Although the older edition of the book had done well, with so many folks moving toward the internet for answers, selling the new publication posed a new challenge: they needed to compete with “Dr. Google” and convince consumers to purchase the book.
They turned to their creative agency, Sage Communications Group, to come up with a fresh, innovative, and compelling approach to sell the book through a new label carrier to be placed in their health letter mailing targeting existing customers.
Sage’s creative strategy centered on two key differentiators: trust and usability. Unlike the internet, Mayo Clinic offers medically vetted, reliable information. And unlike endless online searches, the book provides quick, easy-to-navigate answers. Sage leveraged its proven control label carrier template and packed it with engaging, benefit-driven content that emphasized the book’s credibility, convenience, and value.
It worked! The mailing resulted in a 4.27% response rate – and was their strongest performing label carrier mailing in all of 2024! This success not only drove book sales but also reinforced Mayo Clinic’s position as a trusted source of self-care guidance.