FRANCISCAN ST. FRANCIS HEALTH
Lunar Strategies helps the Cancer Center launch a new health screening program to consumers at risk of lung cancer. The go-to-market strategy, for the lung scan, centers on a direct mail program. The key to beating lung cancer is early detection so the program targets smokers with specific characteristics and a similar history with cigarettes. The scope of the program consists of messaging and mailing data to three audience segments, a phone response channel with reservation codes for tracking performance and testing two different creative approaches implemented via oversized postcards.
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