Audience

12,000 Physicians (GPs, FPs, PEDs): Six waves
mailed every 3 weeks; 72,000 pieces.

TheProgram

Six Presidents were featured on gold coins: George Washington, Thomas Jefferson, James Monroe, Abraham Lincoln, Theodore Roosevelt and Woodrow Wilson. Each mailing piece included a brief history and highlighted a decision made during his administration demonstrating he did the "Right Thing". Also included was a desktop display easel (sent in wave one) to showcase all six presidential coins. The theme "Doing the Right Thing" bridged to the physician "Doing the Write Thing" when prescribing the product.

Involvement

Set of six gold Presidential coins, a custom red, white and blue window envelope and official Presidential portraits created a lot of attention with the physicians.

Response

Sales representatives received positive feedback and several requests from physicians and their Office Personnel for additional coin sets.

Doing the Right Thing (Inventors)

Audience

8,500 Physicians (GPs, FPs, PEDs): Six waves mailed every 3 weeks; 51,000 pieces.

The Program

Six American Inventors were featured on gold coins: Benjamin Franklin, Eli Whitney, Alexander Graham Bell, Thomas Edison, The Wright Brothers and Henry Ford. Each mailing piece included a brief history and highlights of how the inventor did the "Right Thing". Also included was a desktop display easel (sent in the first wave) to showcase all six Inventors coins. The "Doing the Right Thing" theme bridged to the physician "Doing the Write Thing" when prescribing the product.

Involvement

Set of six gold custom made Inventors coins, a custom envelope portraying the inventions and original inventors' illustrations created a lot of attention with the physicians.

Response

Sales representatives received positive feedback and several requests from physicians and their Office Personnel for additional coin sets.