2015 Winners & Shortlists

Brief Explanation

Reaching decision makers in leading health care organizations is becoming increasingly difficult. We needed a prospecting tool to catch attention, and hold it, while highlighting what we could do for their communication and their business.

The Brief

McCann Heath is an advertising agency specializing in healthcare. We wanted to raise awareness around our capabilities and impress prospective clients consisting of mainly pharmaceutical executives.

How the final design was conceived

Our target audience consists of busy professionals who deal with tight deadlines and a fast paced work environment. These people are under stress and not even know it. Reaching out to them gave us an opportunity to prove our expertise in medical communication, while at the same time offer some health advice. Because stress can be difficult to identify, we designed a direct mail piece including a heat sensitive pencil. This changes colour if the person holding it was stressed, helping us illustrate that we know you are stressed, but we can help as an important partner for your business.

Indication of how successful the outcome was in the market

200 direct mail pieces were sent out. We received over 60 leads and to-date more than 18 have translated into business.

McCann Health is one of the world's leading healthcare communication networks, part of McCann Worldgroup. As an agency, McCann Health seeks to change behaviours and promote health and wellness by connecting creative and science.