The nurse's book of useful information / with the compliments of The California Fig Syrup Co.
The pattern
This still is filed under Utility premium.
Define
The free thing is kept because it works (a calendar, a tool, a template) and the brand rides along.
Mechanism
Usefulness as media. Frequency of use is frequency of exposure. Distinct from a keepable card: here the object has a job.
Verdict
We can give something people will actually use next week.
Why it works
It targets a key influencer (nurses) with a tool they actually need (a reference pocketbook) so they keep it with them, while using the introduction to explain why they should recommend this specific brand over imitators.
Steal this when
Marketing to professionals or influencers who recommend your category of product to the end user.