HFMA provides year-round conferences and seminars to healthcare financial professionals who range from CFOs to controllers to accountants who want to stay on top of trends and issues facing the healthcare industry. NDI designed a system of quarterly catalogs and brochures. The challenge of marketing continuing education is timeliness, targeting and controlling expense. A targeted marketing strategy was developed and executed, focusing on mailing efficiencies and integrating creative approaches. The unique approach for HFMA’s annual offerings included a mailing of a laminated placemat—to keep HFMA CME visible and top of mind.