Under the heading “We need your diagnostic findings” the agency developed a mailing that invited the target group to take a closer look at the printers. The mailing was designed like a patient file, which contained a product brochure as well as a cover letter and two X-ray photographs of both systems. With this “referral” we not only managed to meet the physician in his/her own world, but also to surprise him/her there. The X-rays offered the addressee a playful opportunity to deal with the printers and their features.