Offsetting Lost Revenue After a Publication Title Closes
Mayo Clinic, one of the worlds' foremost medical centers, produces the Mayo Clinic Health Letter and numerous books that draw on a century of patient care, medical research and experience with the goal of enlightening readers.
What We Provided
Brokerage
Management
Alternative Media
Digital
Creative
The Brief
As an RMI client since 2005, Mayo Clinic knew it could depend on our expertise to manage a potentially disruptive change. In June of 2010, it ceased publication of its Women’s HealthSource title and thus the list. RMI was faced with the challenge of maintaining revenue, and healthy exchange relationships with a smaller file size in a down economy.
The Solution
The RMI management team developed a comprehensive plan to increase Mayo Clinic’s current business and sustain revenue despite losing the publication. We:
- Expanded our sales efforts by adding an additional sales associate to the team.
- Increased mid-range mailers consistently, year over year.
- Reactivated 24 mailers in 2013 alone.
- Added four new enhanced datacards, while increasing usage on the file by 53%
- Converted 34 mailers from Women’s HealthSource to the Healthletter.
- Expanded out-of-category mailers, including Financial and Food/Gift.
- Increased multichannel marketing efforts including premium mailings, RMI Today E-Newsletter features, email blast campaigns to brokers, and special test incentives.
The Results
With the economy down and a loss of a title, RMI has been able to provide greater value per name for Mayo Clinic year over year. We continue to reactivate mailers, expand mid-range mailers, and increase tests on their mature list rental file.
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