Rarely in print are we able to get a direct measurement of an ad’s effectiveness. This fact makes the story of the PAH referral campaign even more compelling. An arresting visual, paired with a strong call-to-action make the connection between a telltale symptom of PAH and the test that can diagnose it. When a physician saw it, he felt it was so relevant, he reached out to Montreal Ensante and asked them to find the marketers so the ad could be placed beside an upcoming article.