A Unique Blend
| A Unique Blend |
|
|
Rynatan®, Rynatan®-S,
and
Tussi-Organidin®, Tussi-Organidin® DM
— an
antihistaminic/decongestant
| Audience |
5,500 Physicians (GP, FP, Primary Care Physicians): Six waves mailed monthly; 33,000 pieces. |
| The Program |
Each mailing piece contained a “unique blend” packet of coffee. Physicians were asked to brew the coffee, identify the flavor and return an enclosed BRC. The “unique blend of coffee” bridged to the unique formulation or blend of Rynatan and Tussi-Organidin. |
| Involvement |
A grand drawing of BRCs was held — the winner won a trip to a medical convention. Product samples were also offered. |
| Response |
Response was over 40%. |
| Night or Day...12-Hour Relief |
 |
Tussi-12™ — an anti-tussive
| Audience |
20,000 Physicians (GP and FPs): Eight waves mailed every three weeks; 160,000 pieces. |
| The Program |
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. |
| Involvement |
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. |
| Response |
Sales representatives reported substantial display of and or comments from the physician audience regarding the program's message and premiums. |