Welcome Package

Business Challenge
We identified a high-value opportunity within the new member segment that was underperforming across existing marketing channels. Engagement was low, awareness of the benefit was limited, and early appointment bookings were lagging. We needed to introduce the preventive health benefit in a way that clearly communicated our value proposition while creating an immediate sense of credibility, importance, and belonging.

Strategic Solution
We developed a data-informed, conversion-focused welcome experience designed specifically for first-time eligible members.

The solution centered on a custom direct mail welcome package that included:

• A laminated preventive health benefit card to create tangibility and perceived value

• A concise introduction to EHE Health and the comprehensive scope of the exam

• A clear, benefit-forward breakdown of what the preventive exam covers

This replaced the previous standard, non-personalized letter with a more intentional, elevated experience.

To maximize open rates, we applied our highest-performing direct mail tactic:

• A blank outer envelope with no sender indication

• Red typography signaling urgency: “Important Benefit Information Enclosed”

The strategy combined behavioral insight (curiosity + urgency) with premium physical design to increase perceived importance and drive action.

Result
The redesigned welcome package generated a 78% increase in appointment bookings compared to the previous standard letter — transforming a low-performing segment into a high-converting entry point for new members.