In developing our media plan, we heeded a key data point: 63% of medical/surgical professionals still rate print journals as important in helping them stay abreast of new developments. So we positioned our message both within the pages of those journals and their online editions.
Then, with the digital assets, tested nuanced messaging while refining creative throughout the campaign. It was an approach that not only kept the competition at bay: it helped drive double-digit growth in sales.
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