The Bone Thief: Stealing their attention:The 'Bone Thief' concept for the launch came from doctors' own jargon for osteoporosis - 'the silent thief'. It captured the disorder's nature and the urgency of treatment. The invite being 'new evidence' in the Case of the Bone Thief highlights the 'new news' that will be shared during the launch. The Invite's Call-to-Action becomes more than an invitation to another event, but a challenge for the doctor to actually protect his patient.Asking them to 'crack the clue', making it an interactive invite, involves the doctor early on in the Case of the Bone Thief - a foot-in-the-door approach.

The Bone Thief gets results:Invites were personalised with the doctor's name and personally given out by the Aventis medical representatives.150 invites were sent out 15 days prior to the ActNow Programme Launch.85 doctors, 56%, of the invited KOLs attended the launch. A high attendance rate, especially since no incentive for attendance was given. These doctors came purely on Aventis' reputation and the desire to catch the Bone Thief.