Valley Preferred, a physician hospital organization (PHO), was launched several years prior to DEETER involvement. It was an insurance product serving the needs of 50,000 members annually. Prior to working with DEETER, management of the PHO was unable to break the 50,000-member threshold. We were asked to intervene, and through an aggressive initiative that included market research, advertising, direct (3-D) mail, outdoor advertising, collateral materials, and special events, we moved the membership to 150,000 in 18 months. Cost of this campaign was approximately $250,000.