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University HeartScan was a new facility on Manhattan’s Upper East Side with a CT scanner that can perform a five-minute heart test and a virtual, non-invasive colonoscopy. Our campaign in Avenue Magazine, read by wealthy Upper East Siders, promoted the virtual colonoscopy by stroking our prospects’ egos and validating their concerns: “...strong men who have faced down co-op boards quake at the thought of a colonoscopy...” Our campaign helped keep University HeartScan’s CT scanner busy.