Audience

12,000 Physicians (GP, FP and PEDs): Six waves mailed monthly; 72,000 pieces.

The Program

The cover art of the dimensional box mailing featured activities/hobbies requiring two people: A grandfather and grandchild playing a chess game, a father teaching his son to ride a bicycle, two girls on a teeter-totter, a couple dancing the Tango, a father and son playing catch and a couple on a tandem bicycle. These activities reinforced the product message “It Takes 2” — two sites of action: The neurological site and the respiratory site.

Involvement

Each mailing piece contained an "It Takes 2" premium: A pair of gloves, two wristbands, two shoelaces or a pair of socks.

Response

Positive response was reported by the sales representatives from the Physician audience.

Night Time is the Right Time

Product

Uniphyl^® – a respiratory product

Audience

15,000 Physicians (GP, FP, Pulminologists): Three waves mailed every three weeks; 45,000 pieces.

The Program

Each mailing featured a different "Night Time" scene with the program theme and graphic (a bell curve representing Uniphyl's efficacy). A packet of unique seasoning for an "evening meal" was included, along with a recipe. The "Night Time is the Right Time" theme bridged to the product's recommendations -- best dosed in the evening at meal time.

Involvement

The seasoning packet created dimension in each mailing. The piece was sealed in a clear poly bag, showcasing the exciting “Night Time” scene. Product samples, additional seasoning and educational materials were offered on a BRC.

Response

The program generated 17% unduplicated response for all three fulfillment items.