Marketing Medical Meetings: Test-Drive Your Direct Mail

This column will give you practical ideas to improve your ROI (return on investment) in marketing medical meetings. My first article (and several to follow) focuses on successful direct marketing methods, because most marketing of medical meetings is, appropriately, direct marketing--and most direct marketing is direct mail.

So, How Many? The number of pieces you need to mail to achieve a given level of response is a function of a number of variables--the offer, the signatory, and the

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