Challenge 

Awareness–no one had ever heard of Carestream when they were spun off–a new problem for a company whose maiden name was Eastman Kodak.

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Target

Fortunately, we knew exactly who their customers were (radiology directors at hospitals), and where to reach them (hospital basements).

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Solution 

Introduce their new mobile X-ray machine through high-impact dimensional direct mail and generate leads for sales follow-up

• Surrounding support–their first blog (drblog.com).

• Social media (very racy for 2012).

• Telemarketing support

• Closed-loop lead generation-system tracked leads through to sales.
   

Results 

Everybody learned their name. Our 3D model was cool enough to be kept on rad directors’ desks for years afterwards. And it became their top-selling product immediately–and still is more than a dozen years afterwards. We still get an occasional lead from that paper model.