Biodesix mailer

The Challenge:

Develop greater top-of-mind awareness of the VeriStrat test among specialized oncologists treating patients with advanced non-small cell lung cancer. Despite the fact that the VeriStrat test requires a simple blood draw and  is quick to return results (three days where typical results take 10 days or more), physicians frequently overlook the technology at the precise moment when its use could most benefit their patients.

The Solution:

Design and implement a benefit-driven marketing piece with a shelf life – something that would remind doctors of the VeriStrat test when they encounter a patient with advanced lung cancer. Burns created a freestanding, three-day-per-page desktop calendar that guides doctors to the VeriStrat website for information and to order test kits.

The Results:

In late 2010, Biodesix mailed 100 packages that included the calendars, an overview data sheet, and an awareness card to highlight physician educational materials (i.e., a video, case studies, and clinical trial details) available on the VeriStrat website. The company saw a 25-percent response rate from the direct mail piece, and has seen average monthly test orders increase as a result.