Editorial LLC and West Eleven Inc. for Gentiae 

Client: Gentiae, a San Bruno biotech cardiac safety testing company

Job: Produce direct mail to reach potential new customers

Creative Team: Scott Plamondon, senior copywriter, (SP?) Editorial LLC; Gregg Boot, senior creative director, West Eleven Inc.

The Theme: "Will the FDA reject your compound?"

The Plan: Targeted direct mail campaign (four-color, two-sided postcard) directs prospective biotech customers to a splash Web page. The splash page details the FDA’s recent requirement for all new pharmaceutical compounds to pass cardiac safety testing. After reading the facts, a call to action prompts prospects to call Gentiae.

The Concept: Challenge pharmaceutical companies’ assumptions about their exposure to regulatory risk. "Will the FDA reject your compound? Shouldn’t you know before investing millions?" Present Gentiae as having the answer. Then drive prospects to a Web splash page offering the facts about cardiac safety testing.

Scott Plamondon

Age: 38

Education/Background: professional copy editor certificate, University of California, Berkeley; bachelor’s degree in natural resources, University of Michigan; 14 years of editorial experience; president and senior copywriter of (SP?) Editorial LLC since 2003

Gregg Boot

Age: 43

Education/Background: bachelor’s degree in graphic design/advertising, San Jose State University; 15 years of advertising experience; principal and chief creative director of West Eleven Inc. since 2001

What drove your development of the concept: Direct mail must overcome prospects’ reluctance to take action. To solve that challenge we needed to grab attention, create uncertainty, then offer the client as a solution — all while building trust.

What’s next: An awareness campaign featuring direct mail and print ads aimed at Gentiae’s channel partners and prospects.

About The Author

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