Schering micromarketing Claritin with personalized direct mail program and $5 rebate.
Executive Summary
SCHERING-PLOUGH CLARITIN DIRECT MAIL CAMPAIGN TO CONSUMERS features a personalized packet with a letter offering consumers "information that might help you get better control of seasonal nasal allergy symptoms!" The letter, which is geographically specific, points out, for example, that "according to the Schering/Key Allergy Index, which measures pollen activity around the country, levels of pollen in your area are expected to peak in the next 2 to 3 weeks."