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FAIRVIEW MEDICAL RESEARCH SURVEY ON A CHECK
One of the many interesting techniques developed by Clark-O'Neill, the New Jersey medical mailing
house, is conducting a survey on the backs of checks. It's a great way to get maximum response
to a survey. The letter and two sides of the enclosed check shown opposite are typical of many
such surveys that have been conducted in the health care field.
Clark-O'Neill has also used the check technique for an intriguing research project of its own. They
keep hearing skeptics claim that doctors throw all their direct mail away unopened. So
Clark-O'Neill inserts checks in test mailings of various types. On the back where the doctor will
endorse the check is a brief questionnaire asking whether the doctor found the check himself. . .
or if it was brought to his attention by someone else. And, if it had been called to his attention,
does he normally read the type of mail in which it was enclosed. Interestingly, a high percentage
of those doctors who may claim they throw away all advertising mail unopened cash the checks
and answer the brief questionnaire. Most of them, it turns out, find the checks without anyone
else's aid.
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