To really make an impact, our insert had to be unique and cool, yet rooted in the strategy. We wanted to make sure it was visually provocative, but with an informative, clever payoff. And it had to entice the reader to interact.Our resulting “Bandage” insert was an engaging, well-placed piece of creative that is in stark contrast to the dry, often cold executions that typify healthcare advertising.

By focusing on subscribers of key, thought-leader publications, we expect 2million+ targeted impressions within the GE audience – representing a very efficient CPM. Hard results, measured in recall and increases in key brand attributes, will follow in the coming weeks, as the inserts continue to roll out through May 2006.