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

With a target audience composed of mostly consumers 50 years old and above, this format made sense. Plus the package was very successful — so successful, in fact, that no test came close to beating it for 12 years.

A radical overhaul
Historically, Harvard was reluctant to stray too far from such a successful control, especially one that represented the ideals of the medical school. However, like every direct mailer, Harvard continued to test to find ways to increase response.