RESPILON makes nanofiber technology. The product holds up under technical scrutiny, but there aren't many buyers qualified to evaluate it, and in a market that small a well-placed introduction does more than a loud campaign.
The brief
RESPILON needed to reach buyers who had both the authority to make a decision and enough technical background to judge nanofiber on its merits. We looked only for people who met both conditions and skipped anyone where the fit was a stretch.
Result
In about 43 days we opened three introductions with buyers matched to RESPILON on technical and commercial grounds.