ADVERTISING, DISTRIBUTION, & SALES

The Advia Centaur CP immunoassay system from Bayer Diagnostics (Tarrytown, NY) is the benchtop progeny of an industry favorite, the Advia Centaur immunoassay system. Advia Centaur CP utilizes the same technology of Advia Centaur, but with a smaller footprint.

The challenge for Seidler Bernstein Inc. (Cambridge, MA), the company's marketing agency, was how to help Bayer capitalize on the legacy of Advia Centaur—while generating new product buzz that would result in sales to both existing Advia Centaur customers and small to midsize hospital laboratories.

The agency's first step in an integrated campaign was getting the word out to both internal and external audiences. The firm built excitement for the upcoming release through a Flash e-mail campaign that reinforced the central message of Advia Centaur's proven power in a compact package. Using visuals of powerful next steps communicated the Advia Centaur CP's path in the footsteps of its successful predecessor and its smaller footprint. Each successive e-mail built anticipation for the impending launch.

The e-mail campaign was the first step in the product's successful global launch. Following the launch, positive sales rep feedback continued and Bayer's diagnostics leadership team honored the launch with its Standards of Excellence Award. The campaign also earned Seidler Bernstein a first place award from the Diagnostic Marketing Association as well as a silver award from the Medical Marketing Association in this year's In-Awe competition.

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