Originally Published MX July/August 2003
ADVERTISING, DISTRIBUTION, & SALES
Launch Succeeds with Both Physicians and Patients|
Return
to Article: |
Before minimally invasive device company AngioDynamics Inc. (Queensbury, NY) entered the direct-to-consumer market last year, it hired a full-service marketing communications agency with a healthcare practice, Eric Mower and Associates (EMA), to collaborate on strategy and tactics. The launch of the company's Endovascular Laser Venous System (or ELVS) treatment for varicose veins has far surpassed initial sales projections, due in large measure to a well-conceived marketing program.
 |
| Style and substance coexist in campaign materials developed by Eric Mower and Associates for the Endovascular Laser Venous System by AngioDynamics Inc. (Queensbury, NY). |
"AngioDynamics has two key audiences for ELVS—physicians and female baby-boomer patients with varicose veins—but we recognized that it was the patients who would ultimately have to relate to and accept the ELVS treatment," according to Chris Steenstra, who leads the healthcare practice at EMA.
With such a patient orientation in mind, the EMA healthcare team developed a logo, color scheme, and design elements for ELVS that would appeal to women. "We presented several campaign looks to AngioDynamics, and to the company's credit it selected the one that we all agreed had the most consumer appeal and even made a bit of a fashion statement."
The ELVS marketing program features a comprehensive 'welcome kit' with promotional materials to help physicians build their varicose vein treatment practices—from patient education brochures and videos to direct mail and sample press releases.
"Of course, it's the physician that purchases the AngioDynamics laser system," says Steenstra. "But it's patient awareness and acceptance of ELVS that's going to build the practice and the business."—Chris Steenstra, partner, Eric Mower and Associates
Photo courtesy EMA
Copyright ©2003 MX
