At Practice Mindshare our goal is to get our client's message beyond the gatekeeper and into the hands of the target audience. This piece for SoundChoice, an OEM healthcare credit card developed especially for Starkey practices, was designed to create "buzz" within the practice, provide immediate value (a classic Miles Davis CD was centered in a vinyl circle resembling a record) and incentivize inquiries with an offer of a Sony CD player. The piece received a 36% response rate. Of those who responded, 49% enrolled (yielding an overall, 18% conversion rate).