Client: Atherotech Diagnostics Lab
Project: Conference Invitation
Planning/Goals of Project:
Atherotech, makers of the VAP® Cholesterol Test, sought to meet and influence a large number of attendees during the National Lipid Association conference in Washington D.C. It was decided that the best way to do this would be an off-site event during the conference.
Atherotech execs believed that sponsoring an informal cocktail party would be a great way to meet and mingle with lipidologists and other medical professionals, and with the absence of a formal presentation and sales pitch, such an event could potentially attract more attendees. Armada was tasked with creating a dynamic invitation to encourage doctors to attend, while simultaneously imparting the benefits of the VAP Test.
Unlike the standard cholesterol test, the VAP lipid profile measures 22 different components of cholesterol — making it a more useful and revealing exam to understand a patient’s true risk for heart disease. To effectively communicate this, Armada’s invitation concept was to create a “cocktail recipe” that listed the various risk components measured by the VAP Test.
The recipe closely followed the VAP model for determining both primary and emerging risk, as measured by the various sub-classes of cholesterol. The “directions” indicated which patients would benefit the most from VAP testing. VAP does not require fasting like with other cholesterol tests, and this major benefit was communicated with the line “Serve anytime; no fasting required.”
The NLA Event Invite was mailed to 350 registrants prior to the conference and extra invitations were distributed by Atherotech representatives at their exhibit booth. A poster featuring the cocktail recipe was also displayed in the booth.
Atherotech’s off-site event was a smashing success. It attracted approximately 40 doctors, which represented more than 10 percent of the conference attendees. Furthermore, the “cocktail recipe” concept was so effective at communicating the benefits of the VAP Test that it was adopted for use in other marketing communications. Atherotech’s marketing director called the invitation one of the most “imaginative and effective” communications they have produced.
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Jim is Armada’s President.