Although our Cancer Care’s control package was developing good results to members of the Loyal Order of the Moose, we decided to test the strategy of mailing that package to the Women of the Moose.  We tweaked our control copy to include words that would more likely apply to women, including breast cancer statistics and the importance of mammograms. This strategy shift, while simple in many respects, is seldom a consideration for many traditional broker/administrators stuck in the “cookie cutter", "one size fits all” mentality of the past. This adaptation to the target market brought a 56% increase in response and doubled the premium.