Street Level Studio: Seamless execution case study for TAP Pharmaceutical Products Inc.

Getting the attention of busy physicians and moving them to act was a huge headache
for TAP Pharmaceutical. SLS’s creative marketing remedy got a healthy response.

To support professional development opportunities that can improve the quality of medical care, TAP Pharmaceutical Products Inc. underwrites educational programs for physicians, pharmacists, and other healthcare specialists.

When relationships between pharmaceutical companies and physicians came under increased scrutiny in the late 90s and early 00s, physician-attended conferences and meetings drew significant attention. Committed to a leadership role in both professional development and professional ethics, TAP needed a way to generate interest in new research, motivate “opt-in” responses, and get qualified participants to attend events.

Street Level Studio prescribed an ambitious permission-based marketing campaign that integrated direct mail, Web site content, e-mail, and fax. By executing seamlessly from creative concept to every end-point, we helped TAP deliver fresh, straightforward, professional messages to healthcare practitioners and provide a simple way for them to respond.

The results? Attendance at TAP’s live symposia reached “standing room only” levels routinely, and a higher number of medical professionals who were unable to attend the events "opted in" to receive information via e-mail.