The Briefing was clear: AstraZeneca wanted to communicate quicker and directly with doctors, streamlining the bilateral FAQ’s channel with doubts about drugs prescriptions. To begin with, we had to find a new naming. An easy metric name, phonetic and of course, meaning; with direct association to the real benefit of the service. The 800 came (DIRECT). Directly from the keys of the mobile phone: 800 (347 386).