Doctors. Specifically surgeons. There's probably no more difficult market to get the attention of. But we came up with a plan anyway. It revolved around an upcoming trade show, NASS (National Association of Spinal Surgeons) and a plan to launch the Facet Gun, a new, easier way to do spinal fusion surgery. At NASS we would at least have a captured audience, the only problem was catching their attention. We knew we needed something different, so we developed a series of unique, irreverent teaser ads involving rumors that what US Spine was about to introduce at the show was alien technology. These four teaser ads were followed by a full page ad inviting surgeons to our booth for a demonstration of this new technology.
We also sent out pre-show postcards and left room drops at hotels in the area alluding to the same fact. The turnout at the alien theme booth was excellent and surgeons were greeted by our very own little alien. Since then we have developed a host of materials, including a web site, identity system, and advertising for the facet gun system, which continues to gain acceptance by spinal surgeons.
