Lehman Millet this month is debuting the first ad in a new campaign for Matritech's latest bladder-cancer-screening product.
The print execution features an illustration of a crash-test dummy just after impact in an automobile accident, wedged against an airbag. "Two systems solving one problem. The best rationale for combining cystoscopy with NMP22 Bladder Chek," reads the headline.
The copy continues, "Used alone, seatbelts save lives. Add an airbag and the protection increases dramatically. Now this same two-tiered approach is available to you and your patients against bladder cancer."
The ad is running in leading medical journals; direct mail and sales collateral are also in the mix.