Medical Device Link.

Originally Published MX July/August 2004

ADVERTISING, DISTRIBUTION, & SALES

ENT physicians tend to be a very conservative group. Most still perform a tonsillectomy the way they were taught in residency—using an electrocautery device—and are very satisfied with the results. It is a quick procedure, with a low risk of intraoperative complications.

For the patient, however, post-op is no picnic. Recovery time is approximately 10 to 14 days, with orders for no solid food for at least 5 to 7 days, and pain medications for at least the first few days. Importantly, many ENT physicians feel that pain is a subjective issue and, in the case of a tonsillectomy, very manageable.

An advertisement for ArthroCare Corp. (Sunnyvale, CA) by Adair-Greene (Atlanta) creates a unique look at post-op results for coblation-assisted tonsillectomy patients. (click to enlarge)

Such a conservative group represents a tough market for a new technology to penetrate. And that's especially true if the technology requires a technique learning curve of about 10 to 12 cases and offers the surgeon no procedural benefits over the traditional procedure.

But coblation-assisted tonsillectomy—a procedure made possible using a technology developed by ArthroCare Corp. (Sunnyvale, CA)—offers a real difference for patients and their recovery. The marketing challenge was to gather the data necessary to demonstrate the advantages of the new technology—and then to get conservative ENT physicians to take notice.

ArthroCare's agency, Adair-Greene (Atlanta), took on the challenge by creating an engaging, out-of-the-ordinary look at post-op results. "We decided to take the foods that are forbidden on the typical post-op instruction sheet and show kids really enjoying them," says creative director Rita Brett. "The creative approach was disruptive and breakthrough—it was a distinct departure from the typical device advertising highlighting the super high-tech features of a product and forgetting to communicate the benefit to the patient."

The approach gets the attention of ENT professionals and suspends their disbelief for just a moment—long enough to deliver the outcomes data.

To build the awareness needed for the product, Adair-Greene built a multivehicle campaign with journal advertising, high-frequency direct mail, and targeted Web site sponsorship. Market share doubled in the first year, and the momentum is continuing.

Copyright ©2004 MX