The client wanted to stand out, and thus he picked a consumer (not a healthcare) advertising agency. The agency decided not to talk about health problems, but about the ideal situation from a patient's point of view: being able to enjoy eating and drinking without fear of subsequent pain. The concept consists of recipes, specially created by Switzerland's most famous chefs, that were illustrated by renowned international artists and collected in a case resembling a giant raviolo. The theme: no more fear of pleasure (or literally: the end of the fear of indulging in food and drink). These recipes, genuine pieces of art, were distributed by the salespeople.

• Highly positive reaction from the majority of doctors and salesforce. Strong interest in recipes offering the salesperson more contact opportunities.• At congresses or medical trainings, most doctors remembered and appreciated the campaign.• Direct mail scored 14% return (usually 3-5%). 40% of recipients asked a for visit from the salesperson (usually less than 2%).• Visit frequency increased (from 1-2 per year to 5-7). More contacts mean measurably more prescriptions.• Customer requests for samples doubled. Demand for illustration print-outs increased.