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Denton needed to create what he called a "visually appealing and creatively designed" product to promote his company's Medical Management program. He envisioned something with "bold imagery, striking color, unique shaping and first-class printing" and decided that direct mail was the route to take.
Said Denton, "When our marketing department was strategizing on how to best promote our recently-enhanced system, we strongly believed that direct mail was the best medium for increasing product awareness."
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