20,000 Physicians (GP and FPs): Eight waves mailed every three weeks; 160,000 pieces.
Product launch of Tussi-12: The front cover of the custom mailing piece was designed to display a night scene that transformed to a day scene when opened. All eight front covers were different, and consisted of families/couples doing night/day activities to reinforce the 12-hour dosing of the product.
Each mailing piece contained a premium mousepad, coasters, notepads and two different custom magnets. Each premium contained the Tussi-12 sun/moon logo. Product samples were offered.
Sales representatives reported substantial display of and or comments from the physician audience regarding the program's message and premiums.