Class:
Dealer/Professional Promotion

Type:
Under $10 Per Recipient

Objective:
To increase market share through increased brand recognition.

Strategy and Execution:
To promote Isovue-300, used in MRI testing, the advertiser targeted approximately 100,000 radiologists, nurses, x-ray and MRI technicians with a realistic product duplication - a pen on a rope with a cap matching a product bottle. The pen - distributed by the sales force - is a permanent reminder of Isovue-300 and can be worn around the neck or hung on a peg.

Results:
It was reported that year-to-date sales gains measured 5% over the same period in the prior year, and that brand awareness increased by 36%.