Direct Mail

Client:

Hospital for Special Surgery

Objectives:

Hospital for Special Surgery is a world-class orthopedic hospital in NYC. The goal of the appeal letter was to craft an appeal that had a unique institutional voice, and conveyed the message with energy and urgency.

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EXCERPT:
 
This hospital does more for people with hip and knee pain than any other in America.
With your help, we can do even more.
_______________________________________________
 
John Q. Ambassador
123 Main Street
Anytown, USA 12345
 
Dear Mr. Ambassador,
 
Officer John Amici could no longer walk the streets of Atlantic Highlands, New Jersey. He couldn't, in fact, walk at all: excruciating knee pain made movement almost impossible. Two knee surgeries, including a partial knee replacement, still left him in pain and able only to hobble with a cane.
 
Doctors at Hospital for Special Surgery used special MRI techniques, designed to let them "see" the soft tissue around the metallic partial knee replacement, to find and help them fix the problem.
 
Today, Officer Amici is walking the beat. And his 88-year-old mother, once wheelchair-bound and suffering from severe hip pain, is now back to her regular routine, even taking the bus to socialize at the senior center, after a total hip replacement at Special Surgery.
 
We need your support to help more people — maybe even you or someone you know — who can't walk, can't sit, or have knee or hip pain. As the leading hospital for orthopedics in the country — top ranked in the Northeast by U.S. News & World Report for the past 19 years — we solve some of the most difficult cases in the country.
 
World Class Care, World Class Research
 
Since our beginnings during the Civil War, our clinical research and many medical innovations have been key to our ability to help. We were the first orthopedic hospital in America, and remain at the forefront of medical breakthroughs.