Xerox Corporation (NYSE: XRX) presented Salt Lake City-based electronic medical records (EMR) company ChartLogic Inc. with a PIXI Award in the annual Printing Innovation with Xerox Imaging Awards.
An Electronic Medical Record company, ChartLogic and its advertising agency Merrell Remington won for their X-Ray&# submission; a digitally printed piece, which is the first part of a multi-stage direct mail campaign titled Jump Start.
ChartLogic&#s Jump Start campaign is aimed at introducing medical practices to its EMR system and to educate them on benefits of transitioning from the paper charting office of yesteryear to today&#s digital office.
ChartLogic hired Merrell Remington, an innovator in the digital one-to-one marketing arena, to develop a campaign to deliver the ChartLogic EMR message to the users and decision makers in medical practices.
The ad agency conceptualized the award-winning X-Ray mailer, which consisted of a custom printed X-Ray on transparency film stamped with a personalized, skeletal view of a physician. Text outlining the core values of the ChartLogic EMR were printed around the skeleton. A personal letter further explaining the advantages of the EMR and an invitation to sample the product, accompanied the X-Ray.
Xerox&#s multinational competition recognizes innovation and excellence in digital printing applications. More than 300 entries were received—the largest number in the competition&#s five-year history—from the United States, Puerto Rico, Argentina, Brazil, Canada, Chile, Colombia, Ecuador, Mexico, Peru and Venezuela.
ChartLogic Director of Marketing Dave Smith said the company was thrilled that its X-Ray marketing effort was being recognized. We are the industry leader because of our experience and usability, Smith said of the ChartLogic EMR. Our product was designed by physicians for physicians and we communicate to our physicians and the marketplace with pieces, such as the X-Ray mailer, that truly speak to them.
According to Merrell Remington&#s Creative Director, Kent Merrell, each of the elements of the Jump Start campaign will be highly personalized and digitally produced. This gives ChartLogic the ultimate flexibility of messaging and timing, he said. The message from the Jump Start campaign will continue through an updated Web presence, trade shows and other brochures and magazine advertisements.
Business-generating applications
PIXI place awards were presented in four categories: variable print/one-to-one marketing communications, monochrome and highlight color documents, short-run digital color documents, and digital books and manuals. Awards were presented to the print provider, creative agency and client to reinforce the importance of partnerships in the creation of digitally printed materials. A PIXI Award was also presented for the best use of Xerox supplies.
Digital is leading the way, and this contest brings creative ideas amazingly to life, said Valerie Blauvelt, vice president of marketing, Xerox Production Systems Group. Every day our customers discover the power of digital technology to produce one-of-a-kind catalogs, books, direct-mail pieces and other applications that were unrealistic with traditional presses.
Winning entries were showcased in Xerox&#s booth, No. 1217, at Graph Expo, a major commercial printing trade show held in Chicago Oct. 15-18. They will also be displayed at the Gil Hatch Center for Customer Innovation in Rochester, N.Y., the world&#s largest permanent showcase of digital products for the graphic communications and production printing markets.
The judges for the 2006 PIXI Awards were Dan Adler, president and founder, DA Digital; Hamilton Terni Costa, principal, AN Consulting in Brazil; Sabine Lenz, founder, PaperSpecs.com; Marion Mathison, founder and president, The Mathison Group; David Spencer, president and CEO, Spencer & Associates Publishing; Noel Ward, partner, OnDemand Publishing and managing editor, WhatTheyThink.com; and Roy Zucca, owner, ConsultRoy.com and director of business development, Impact Solutions.
A complete listing of all the winners with production notes and recognized teams can be found at www.xerox.com/pixi.
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