December 8, 2006

MALLINCKRODT Tyco/Healthcare
“We Built This Road” Campaign

Mallinckrodt began its nuclear medicine journey in 1966. For more than 40 years, they have remained on a steady path of progress as technological builders, trusted customer partners, and industry ambassadors throughout the world.

Today, they are the largest supplier of radiopharmaceuticals in the United States – and the only vertically-integrated supplier in the world. Mallinckrodt continues to pave the way, as thousands of nuclear medicine physicians, pharmacists, and technologists make decisions that can change someone's life every day. Mallinckrodt's network of radiopharmacies is a vital cornerstone in our partnership with the nuclear medicine community. Every day, the Mallinckrodt radiopharmacy network supplies 12,000 unit dose pharmaceuticals to hospitals and clinics nationwide.

Centered around this year's Society of Nuclear Medicine's symposium in San Diego, California, Liaison Marketing Communications developed and launched the campaign entitled, "We Built This Road". It featured a comprehensive review of the complex Mallinckrodt Nuclear Medicine international supply chain, from raw, radioactive material to delivery of vital radioisotopes to radiopharmacies. The campaign included Print Collateral, Journal Ads, Pre-show Mailers, Booth Promotion, Interactive CD, and Trade Show Exhibit Graphics (Mallinckrodt booth attendance for 2006 exceeded that of any previous year).

The "Road" campaign has successfully reinforced Mallinckrodt's position as a leading supplier of radiopharamceuticals. It clearly communicates to the nuclear medicine community that Mallinckrodt takes every step possible to deliver products that meet the highest standards for safety, quality, and diagnostic efficacy.

• Exhibit Graphics
• Interactive CD-ROM
• Journal Ad
• Pre-show Mailers
• Print Collateral

EXHIBIT GRAPHICS

INTERACTIVE CD-ROM

JOURNAL AD

PRE-SHOW MAILERS

PRINT COLLATERAL