THE KEY DIFFERENCE IS that healthcare industry veterans Peter Saravis and Prashant Srivastava were ready to put their ideas into action. Frustrated with the inefficacy of disease management programs and their focus on only a fraction of the population, Saravis and Srivastava proposed a solution that would touch 100% of the public: keeping people engaged in preventive care before they developed risk factors or diseases to manage.

Drawing on their years of healthcare experience, they sketched out the rough outlines of our first preventive care reminder letter: a new kind of communication that would connect all the dots for the reader: arriving right ahead of when care was due, with the personal doctor's phone number and actual insurance coverage for the appointment displayed prominently with the call to action.

Imagine: healthcare communications that are useful. Usable. Personalized. Persuasive.

Back in 2007, we pocketed that napkin and got to work. And we've been building them ever since.