Mirixa Card

The Assignment:
Mirixa Corporation, the leader in targeted patient care services delivered via the nation’s largest pharmacy-based patient care network, approached Thinkdesign to assist with the launch of their new product, MirixaEdge, a web-based product enabling pharmacists to create patient care programs for patients. While the product itself is not available until early 2010, Mirixa wanted to begin introducing MirixaEdge to potential users at the National Community Pharmacists Association’s (NCPA) annual conference.

The Challenge:
Mirixa recently went through a rebranding and their primary image was an orange. Mirixa wanted to introduce MirixaEdge in an “edgy” way and had less than 3 weeks for the entire process.

The Solution:
Thinkdesign proposed that Mirixa leverage the new brand image as a means to introduce the new product. This would not only allow the target audience to identify the Mirixa brand quickly, but would also introduce the new brand identity and introduce the new product.

The Creative:
This product introduction had 2 components: a unique direct mail postcard and a seat drop for the annual conference. The direct mail postcard was approximately 7” x 5” and was die cut in the shape of an orange with a leaf. The front cover had only the company logo and no other text. The card opened up to basic information about the product. The postcard was inserted in a clear cello sleeve envelope and mailed to 1,100 people. The seat drop was approximately 11” x 11”, 1 page, 2-sided and die cut in the shape of an orange with a leaf. Approximately 2,000 were used at the annual conference.

The Production and Fulfillment:
Thinkdesign handled every aspect of this project, from printing to mailing, including trips to the post office to ensure the pieces would mail within USPS standards. While we focused on getting the oranges out, Mirixa was able to focus on other aspects of the conference they needed to prepare for.

The Results:
Mirixa received the postcards at the right time, just a few days before the annual conference. The seat drops were effective in drawing prospective customers to Mirixa’s booth and website. This campaign was effective, on time and on budget.