ISCI New Brochure
ISCI Brochure Inside

When we were retained to redesign the entire ISCI (International Society of Cardiovascular Interventionists)
identity and brochure, we used one of our core Marketing Strategies:
WRITE YOUR OWN RULES.

This meant thinking about the target audience for the brochure:
some of the busiest and most successful heart physicians in the world.

Rather than ask them to fill out a lengthy questionnaire and sent it in to become members,
we asked a very basic question:
"How do heart docs communicate?"

Well, they dictate.

So, we put together a one-page brochure that included very "curt" headlines similar to what you would expect from
a busy doctor. Headline such as: "I've seen a million things. Please-don't try to sell me anything!"

Then, we gave them an 800# to call and dictate a few answers to membership questions.
With that information, ISCI processed the application and sent the membership.

At the first trade show where the new materials were used, ISCI reported that they gathered 50%
more members than existed in the past.

Now, that's the power of design in marketing coupled with Writing Your Own Rules.