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

Nothing seemed to work, until freelance copywriter Ken Scheck decided to shake things up. According to Donna DeWitt, vice president of circulation marketing for Harvard’s Consumer Health Publishing Group, Scheck developed a new concept for the mailing.

“Ken really wanted to write provocative copy to get people interested in what was inside,” DeWitt says. “He wanted the copy to sizzle. He had done it with other clients and had success, so he came to us with a new test. He wanted to do something completely different.”