Parody of a large, complicated-looking 'drug manual' - a large manual, typically entitled: ECALTA - A Manual for Drug Adjustment, but completely empty when opened.

We used this very simple format to highlight how, with Ecalta, this is one complication that the HCP doesn't have to think about.

Mailer was deliberately created to mimic a large, complicated drug reference manual. It was created in that typical style. A separate letter, with the full brand story was included in the pack that was mailed out. The mailer was sent out in early 2016 to specialists managing invasive candidiasis in hospital ICUs.

No direct response element was included in the mailer - it was more to raise awareness of this key message. Anecdotal feedback was very positive: the mailer certainly got noticed in most instances, due to its large size and the key message remembered.