Exceptional Primary Care Is Right Around the Corner

One Medical
Categories:
Description

This is a very good medical campaign for a few reasons. Judging by the choice in imagery, font, and colors (front and back) we assume one medical sent out this campaign with a target audience of young, professional women. First step to a great campaign is always identifying the ideal target audience.

The underlining theme of this postcard is 'The doctor's office reimagined' and everything supports that. The clear copy, stylish imagery, and modern font/color. Most medical postcards are exactly the opposite of this with giant small-font paragraphs and bolder red text that stresses the reader out.

There are a couple design suggestions that would help one medical shorten the copy, but besides that we think this is a clean and strong campaign.

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Copywriting

The headline automatically lets the reader know that this postcard is coming from a medical service business. Headline two ("This is no ordinary..") explains what makes one medical different and appealing to an audience of possibly young professionals who don't have time to schedule/wait to book a typical doctor's appointment.

The supporting copy below headline two explains how one medical is "faster, easier, and more enjoyable" with three points. Those points would stand out more if they were in bullet point format. If they would have done that, they could have deleted the "See how much better..." line. It's a minor fix, but less text means more focus on the words that matter.

Design

This design seems to be tailored towards a female audience with the color scheme and imaging (front and back). If there message is essentially 'The doctor's office reimagined', this image of a modern waiting room with a stylish woman reinforces that.

The copy is very easy to read thanks to the white space, but could be have been made easier by making the three lines under "See how much better..." bullet point and making the call to action (Sign up at) bigger or a brighter font. They did use 4-5 different text shades but they are in the realm of green which means nothing really is jumping out at the reader.

Offer

NA

Key Takeaways
  • Knowing your audience allows you to design a postcard that stays consistent through the imagery, font, and color
  • If you are making a claim that you are "faster, easier, and more enjoyable" than the competition, make sure to back that up like one medical did here. They could have turned their three main points into bullet points and cut out the sentence above ("See how much better..."), but this is still excellent.
Description

The simplicity in design works here because everything the reader needed to know was on the front (benefits, who one medical is). The back is dedicated to locations, but would be a lot better if they would've included 2-3 of the closest locations to this address.

Also, there is no urgency, incentives, or even a call to action on the backside. If this campaign's purpose was strictly to promote one medical's name, then that would work. But we are guessing most businesses want to readers to convert into customers after seeing their campaign.

Copywriting

The copy here has a single purpose of making sure the reader knows that they have locations all over San Fransisco. We are not sure why they included Dublin and Mission Bay. Possibly because they are the most popular or newest locations. This campaign could be taken to the next level by listing 2-3 of the closest locations to the reader's address and giving them a strong call to action and offer.

Design

This design seems to be tailored towards a female audience with the color scheme and imaging (front and back). If there message is essentially 'The doctor's office reimagined', this image of a modern waiting room with a stylish woman reinforces that.

The copy is very easy to read thanks to the white space, but could be have been made easier by making the three lines under "See how much better..." bullet point and making the call to action (Sign up at) bigger or a brighter font. They did use 4-5 different text shades but they are in the realm of green which means nothing really is jumping out at the reader.

Offer

There really is no offer on the front or back which is a huge missed opportunity for one medical. That along with not including a strong (or any) call to action on the back leaves the reader without and incentive and unclear about steps moving forward.

Key Takeaways
  • Knowing your audience allows you to design a postcard that stays consistent through the imagery, font, and color
  • If you are making a claim that you are "faster, easier, and more enjoyable" than the competition, make sure to back that up like one medical did here. They could have turned their three main points into bullet points and cut out the sentence above ("See how much better..."), but this is still excellent.
Copywriting:
A
Design:
A-
Offer:
NA
Final Grade:
A-
Copywriting:
A-
Design:
A-
Offer:
NA
Final Grade:
A-
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