Fried-Cassorla Communications Success Profile:

Merck & Company Multi-Source Product Mailing Campaign

This direct mail campaign targeted pharmacy chains, independent pharmacies and other businesses that would profit from purchasing large quantities of Rx medications products that would soon go off patent. These included: Flexeril, Clinoril, Moduretic. Objective #1: Reach C-Level corporate decision makers at key pharmaceutical distributors and chain HQ's Persuade them to commit to purchasing substantial quantities of ongoing product shipments. Implementation: Targeted high-impact direct mail. Special packages delivered via UPS with cntracts attached. Follow-up phone calls by Merck representatives. Results: This multi-phase, tiered campaign was undertaken for a three year period and resulted in well over $220,000,000 in sales, making it one of the most successful B2B direct mail campaigns in history - and possibly the most successful ever. By agreeing to purchase in advance under a one-year contract, buyers were assured of special discounts as well free goods. Objective #2: Reach independent pharmacies with a similar offer. Results: Objective achieved. Fried-Cassorla Communications wrote and designed these mailers. Albert Fried-Cassorla wrote all copy including envelopes, letters, brochures, and even legal contracts.

OSE, 9" x 12": Note the use of specific dollar-amount lasered messaging on the medication bottle label. This technique communicated value in an instantly credible way and helped the program succeed.