Donna DeWitt

Harvard University, including its medical school, carries an established and distinguished reputation. The classic, old-school images of the professor wearing a sweater vest and smoking a pipe or the young, poised student who speaks with perfect diction come to mind. Unfortunately, that same stuffy, serious reputation came through in the Harvard Medical School’s direct-mail campaigns. For years, the heralded medical school sent a very plain package to prospects for its Harvard Health Letter newsletter. It was precisely what one would expect from Harvard: a straightforward outer envelope that used its name to do the selling. Nothing flashy — actually, it was the antithesis of

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