Within 48 hours of the new product use receiving approval from the FDA, Beck Ag sent a mailing to members of the client’s target audience announcing the news and inviting them to take part in a discussion about the product and the new approved use. We then followed up with the recipients to confirm that they had received the information and to register them for the discussion. Through the course of these conversations, we were able to garner valuable information from the target audience and make significant updates to the client’s mailing database. The discussions featured a panel of 2-3 technical product experts who shared trial results and appropriate uses of the product. The sessions had an open format, and participants were encouraged to ask questions and share their concerns, which allowed our client to gain insight on some of the potential barriers to adoption. When each session concluded, participants had the opportunity to request follow up from a company representative. Following the discussions, Beck Ag sent a digital recording of the discussion and a professionally written summary of key discussion points to a secondary tier of the client’s target audience, as well as members of the original target audience who were unable to attend a discussion.