The Perfect Mix: Print,Web and DRTV

摘要

Four years ago when ALCiS Health Inc. developed an over-the-counter pain-relief cream that reportedly eases pain in five minutes, the goal was to get it to retail as quickly as possible. "When we started, we looked for the most efficient, quickest way to get to the consumer," says Brian Berchtold, CEO and president of ALCiS in San Jose, Calif. "But we also knew going direct to retail would be tough and time consuming."