To promote HARTMANN’s incontinence management system to female nursing home managers. 40-50 years of age, this astute target group is well-known for its reluctance to changing suppliers. So how best to convince them HARTMANN is their ideal new partner?

RUMBA stands for the primary set of quality assurance guidelines in the German care sector. So we developed a two-step mailing inviting the ladies to ‘Rumba’ with the perfect partner, PAUL HARTMANN AG!

> The teaser: a dance poster.> The follow-up mailing: Rumba CD, dance card (sales rep’s card) and programme outlining the benefits of HARTMANN’s incontinence management system.

Surpassing all expectations, the mailing swept recipients off their feet – achieving a response rate of a whopping 15.3%. More than 1,000 of all homes and clinics addressed took up the offer of a consultation with a local HARTMANN representative.