Elsevier

Communicating the second-generation updates of Elsevier's premiere reference resource ClinicalKey, messaging needed to speak directly to prime users--Medical Librarians at the MLA show. Leveraging the somewhat lighter, more playful sensibilities of attendees, copy riffed on the idea of evolution as a way of promoting improved product benefits.

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When ClinicalKey was rolled into Elsevier Clinical Solutions at the HIMSS show, the tone needed to shift to appeal to the more serious-minded executives of the C-suite. Focusing on messaging that communicated power, confidence and control, a print and direct mail campaign set up a dynamic and immersive trade show experience where attendees could demo the new suite of products.