How was ROI measured, and what did the evaluation reveal? Solicitations were limited to one per household and targeted to persons aged 35 or older living in households reporting at least $30,000 income annually.

The package for the promotion consisted of a 7.5 × 5-inch, fourcolor informational piece with two versions—one for males and one for females. The primary offer was the heart health check, which included an electrocardiogram (EKG) screen with a free EKG wallet card, body mass index measurement, lipid screen, and cardiac education booklet.

The secondary offer was a free take-home health risk assessment.

The cost per package, which included materials, lettershop services, and postage, differed for each hospital according to how many pieces were printed and how many were actually mailed, ranging from

$.71 to $1.39. Package prices for Hospitals B and C were higher because they printed large quantities for future mailings.