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Challenge:
Create a publication that addresses topics of concern to both surgeons and medical support staff to promote the sale of a new ocular implant. Integrate articles on specific surgical techniques, prosthetic craftsmanship, and psychological treatment of patients. Penetrate the noise and information overload faced by over-marketed medical professionals.
Solution:
Develop articles from field leaders in each specialty. Develop an attractive look and focus on current topics as regularly identified by sales force. Enhance understanding of key competitive features of the product to establish and support customer commitment to product. Include articles of historical, scientific, and humanitarian interest unavailable in similar publications.
Features:
- Four-color, glossy format.
- Concise summaries of surgical technique.
- Harvard sociologist-authored articles on psychological treatment of patients.
- Reader response cards.
- Tie-in to companion publication on the Worldwide Web.
