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

The not-so-secret weapon
When asked why this package has been so successful, Scheck proclaims, without hesitation, “The outer envelope. That’s it. It’s the outer envelope.”

To elaborate, Scheck says the outer was so successful because of its relevance. It really grabbed the audience’s attention because supplements are very popular, and the readers want and need to know if the supplements they are taking are safe. His research — thoroughly reading the newsletter as well as scouring the news — allowed Scheck to engage readers with topics that are important to them.