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

“We were already feeling the pressure and competition of the marketplace and the Internet. We told them, ‘It’s a test. We’ve got to do this. This is a great copywriter. Let’s give this a shot.’ Ken had had some successes with us before. He had a good track record. They swallowed their reservations and said, ‘Go with it,’” recounts DeWitt.