A high-end piece custom-tailored to target Oncologists –or rather Oncologists’ office managers– keeping the enclosed invitation to become a Cardmember top of mind and not top of the trash heap. With copy diplomatically suggesting how many Reward Points one could earn with monthly charges of over a million dollars for therapeutic drugs alone (which then could be funneled back into the practice or donated to cancer charities), the piece was a smashing success with an unheard-of 75% response rate. The piece was so popular that the client even commissioned a similar version for their Gold Card.
