A public medical device company called PhotoMedex turned to SMW to market their Xtrac technology. Xtrac is a breakthrough in office laser based treatment for the debilitating condition of psoriasis. For years they had struggled to cost effectively build awareness and generate patient flow to doctors using their technology. SMW created a series of regional short form TV spots and radio advertisements. The result was a reduction in the cost of lead generation by over 200%. Based on this tremendous success, the campaign is rolling out across the country.