Audience

40,000 Physicians (GP, FP, Internists, Cardiologists): Four waves mailed monthly; 160,000 pieces.

The Program

Product launch of Altace in the United States, each mailing had a day/night "lenticular" of a famous landmark: The Statue of Liberty, the Golden Gate Bridge, Arc de Triomphe and the Eiffel Tower. The changing day/night graphics of the lenticular linked the All Day/All Night 24-hour blood pressure control product message.

Involvement

The full color alternating day/night lenticular of the famous landmark was framed in a window envelope. The BRC offered a poster of the landmark at night and product samples, both fulfillment items offered were delivered by sales representatives.

Response

Program generated over 10,000 face to face sales opportunities with the physician audience.

The Leading Edge

Audience

35,000 Physicians (IM, GP, FP, Cardiologists, Patch and Non-Patch Users): Six waves mailed monthly; 210,000 pieces.

The Program

Original illustrations of winning LeMans’ vehicles – the 1924 Bentley, 1931 Alfa Romeo,1955 Jaguar, 1951 Mercedes, 1966 Porsche, and the 1949 Ferrari – were featured on the front cover of each mailing piece. The program message bridged from the superior design, technology and 24-hour performance required to win at LeMans to the superior design, technology and 24-hour performance of the product.

Involvement

Posters of the winning Lemans’ vehicle and product samples were offered. A picture frame was offered as a part of the poster fulfillment.

Response

30% for the fulfillment item and 35% for samples.