U.S. Pharmacopeia

U.S. Pharmacopeia "Physicians' Secret" Direct Mail Kit

U.S. Pharmacopeia (USP) is world-renowned as standard setters for drug purity. Less well-known was their well researched and easy-to-use drug reference book set, the USP DI.

USP turned to FCC for help in promoting a book to physicians. Using targeted direct mail, which was individualized by physician specialty, this campaign produced a response that was far better than any ever achieved by USP before.

The package featured a "special report" in which each drug category cited on a folder was personalized by the recipient's physician category. Interior materials also were adapted for physician specialties.

This campaign produced a response many times higher than prior mailing campaigns by USP for this product. The USP Physicians Secret Kit won the 1994 Thomas Black Memorial Best of Show Award for Fried-Cassorla Communications, Inc. The award is given by the Philadelphia Direct Marketing Association (PDMA). In addition, it won the PDMA's Benjamin Franklin Award in the Business to Business category.