Speaking Physicians' Language

ADVERTISING, DISTRIBUTION, & SALES

In order to gain the attention of trauma surgeons who attended the annual meeting of the Orthopaedic Trauma Association (OTA; Rosemont, IL), Smith & Nephew (London) decided to communicate with them through a well-recognized tool.

With the help of marketing firm Archer/Malmo Inc. (Memphis), Smith & Nephew developed a direct-mail piece for customers who expressed interest in Smith & Nephew trauma products during the OTA meeting. The piece was sent to those surgeons who stopped by the Smith & Nephew booth during the meeting. Designed to keep the company top-of-mind with potential customers, the mailing included an x-ray film displaying the Smith & Nephew logo and phone number, a letter from the company's president, and information on the products shown during the meeting. All of this was packaged inside an oversized x-ray film envelope, ensuring the materials were opened by attendees in a timely manner. As a result of the mailing, Smith & Nephew received more than a dozen requests from surgeons for additional copies of the x-ray film.

Plans are already underway to recreate the x-ray film without specific meeting information so that it can be used as a branding piece in the future. The revised x-ray film will include not only the logo, but also information on Smith & Nephew internal and external trauma fixation products worn by the skeletons pictured in the x-ray.

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