Leverage the SWA launch to position Roche Lab Network as a visionary team within the industry, one that provides Global Lab Management Solutions extending well beyond equipment and technology alone. Eighty-five key industry opinion leaders from across Canada (clients and prospects) were invited to an exclusive launch event. A futuristic invitation was developed with outer space as its theme. The invitation included a teaser, followed by an official boxed invitation package, including brochure, registration form, and official space pen (as premium) with an engraved Roche Lab Network logo. Roche Lab Network Account Representatives conducted immediate follow-ups.

Unprecedented success, with 73 guests in attendance for a response rate of 86%! Immediate direct sales impact — six SWA orders placed before the end of 2002 — all within a period of fewer than six weeks post launch. Plus a considerable positive impact on the commitment and visionary image of Roche Lab Network.