Looking for a way to place itself firmly in the minds of surgeons attending one of North America’s largest spine conferences, this global leader in medical device manufacturing wanted a piece that would promote the company’s brand, as well as drive attendance at the event. Knowing that surgeons’ schedules are laid out well in advance of the conference, we developed a series of three mailers that went out one week after the other. Our “Time Well Spent” mailers reminded surgeons that getting the most out of the trip meant talking with a company that really backs up its promise of “Breakthrough Thinking.” with real, measurable enhancements to devices and surgical procedures.