Sutter Health
"Neighbors"

Objective:
Inform the local community that these new Sutter doctors are accepting new patients.

Strategy:
Position these doctors as real-life people, as opposed to stereotype of doctors with egotistical superiority complexes.

Execution:
Direct mail campaign features a formal "family portrait" of the doctor (with family, when applicable) and a candid "fun" photo of the doctor in a more personal moment. Headline emphasizes the casual "neighborly" appeal of the doctors.