Given Princeton Radiology’s stellar reputation in women’s services, it’s important to create campaigns that are not only memorable, but also resonate with the women in their surrounding communities. 2018’s partnership with Lord + Taylor was an appealing way to continue garnering attention for PRA’s SmartMamm™. During the month of May, mammography patients were given the opportunity to win a pair of diamond earrings from the department store. Additionally, gift bags with campaign-themed inserts were handed out to shoppers with free samples and an offer for a free makeover, further boosting visibility for the giveaway.