The marketing for this campaign needed to be laser targeted to oncologists, a very small and discriminating group of doctors, in order to eliminate waste and bring down the cost per acquisition. We accomplished this by renting opt-in email lists from a highly reputable medical list owner, and placing banner ads only within oncology areas of top physician portals. Emails were designed in HTML to mimic the site and offered a video fly-through rendition of VEGF’s relationships to cancer. The creative developed was intended to be eye-catching, while showcasing the educational features of the site and conveying a sense of objectivity, knowledge and authority.