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BpTRU campaign hopes to pressure docs

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VSM MedTech Ltd., Vancouver, B.C., this month launches a U.S. marketing campaign for its automated non-invasive blood pressure monitor, the BpTRU. The campaign, developed by Ad-tech Communications, Hollywood, Fla., is a branding effort designed to position the BpTRU as the clinical standard in blood pressure monitoring. It launches with print ads in American Family Physician, Journal of the American Medical Association, Family Practice News and American Medical News. The integrated campaign, with a tagline of, "For the measurement of a lifetime," also includes targeted e-mail and direct mail. The first ads, featuring patients, are awareness ads aimed at physicians and medical professionals who treat high blood pressure and other medical conditions such as hypertension. Later ads will include more targeted product information. The budget was not disclosed.

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