Going ‘New School’: Harvard Medical School Leaves its Stuffy Reputation in the Dust

Becoming the control
In 2004, the mailing was sent out, and the results were staggering. The prior control had faced many a test in its 12-year run, and each time, it won easily. Not this time. The test garnered a 60 percent lift in response.

“We were totally stunned,” DeWitt says.

So stunned, in fact, that Harvard decided to stray from the norm yet again.