Niche Product Launch for Cardiac Surgeons Gains Fast Acceptance

MVC Clinical Brochure (3)

Client: Sorin Group

Project: Launch of the First Prosthetic Aorta with a Biological Heart Valve

Planning/Goals of the Project: 

Sorin Group, a global medical device company and a leader in the treatment of cardiovascular diseases, requested Armada Medical Marketing’s assistance to successfully launch the company’s latest innovation: the Mitroflow® Valsalva Conduit. The new device is a solution for patients requiring both an aortic valve replacement and a prosthetic aorta. Armada Medical developed product launch messaging and materials to effectively position the new FDA-approved biological valve product available for the procedure. The resulting collateral system was designed to:

  • Drive product and brand awareness and preference among cardiac surgeons 
  • Provide surgeons with the clinical information about the conduit’s immediate and long-term benefits
  • Create messaging to help surgeons rationalize use of the product with other decision-makers

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Marketing Interventional Radiology to Hospital Physicians

Client: Affiliates in Imaging

Project: Physician-Marketing Campaign to Promote Interventional Radiology Services

Planning/Goals of the Project:

Affiliates in Imaging is a group of more than 20 radiologists in San Francisco and the Bay Area specializing in both diagnostic imaging and interventional radiology (IR). The group contracts with area hospitals and medical centers to provide expert diagnostic imaging interpretation and minimally invasive treatments.

In 2011, the radiology group implemented some positive changes as well as new services to improve its image among hospital partners. Affiliates hired Armada to help communicate these changes to hospital-based physicians in a marketing communications program — the effectiveness of which would be evaluated in an annual survey of these physicians.

In this first year of working together, Armada helped Affiliates increase physicians’ favorable perceptions of its radiology services in all key measured areas, compared with 2010 survey results.

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Armada Medical Revamps Patient Education Program

Client: Renal Ventures Management

Project: RV CARE Patient Education Program 

Planning/Goals of the Project:

Armada Medical’s client Renal Ventures Management, the leading provider of dialysis services nationwide, is completely rewriting the standard of renal care through a series of innovative programs under the moniker RV CARE, or Renal Ventures Coaching for Actions, Results and Empowerment. Armada Medical was tasked to revamp the messaging and design of communications to be used throughout all aspects of the renal care process.

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Sorin Group SCORES with New App

Client: Sorin Group

Project: SCORE Multimedia Application

Planning/Goals of the Project:

With increasingly strict regulations and policies impacting hospital operations, medical device manufacturers have been forced to reevaluate their selling propositions. Instead of focusing on product features, manufacturers must communicate how they can help hospitals comply with health care reform, electronic medical record integration, as well as risk and overall cost mitigation.

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Running a Successful Mammothon

Client: Radiology Associates of Hartford

Project: Annual “Mammothon” Event

Planning/Goals of Project:

In early 2012, Radiology Associates of Hartford (RAH), a diagnostic imaging center based in Hartford, Conn., approached Armada to strategically organize a women’s health event aimed at promoting early detection of breast cancer and providing additional screening opportunities for women in their community.

Breast cancer is a familiar issue to many, but it’s of specific concern in Connecticut where the incidence of breast cancer is the second highest in the U.S. It’s well known that routine annual mammograms help improve breast cancer survival rates by providing early detection of cancer before symptoms develop. RAH wanted to provide an event that would not only promote their services, but also address this important community health issue and position their brand as a leader in advocating women’s health initiatives.

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New Name, New Brand

Client: Anova Cancer Care

Project: Comprehensive Rebranding, Renaming Campaign

Planning/Goals of Project:

Anova Cancer Care (formerly Denver CyberKnife) engaged Armada to create a comprehensive rebranding and lead generation campaign to support their recent name change. The direct-response lead-generation campaign was supported by a multimedia broadcast, newsprint and magazine advertising media buy, as well as an aggressive SEO campaign, and launched in early summer 2012.

Extensive consultation with our client and its physician outreach representatives revealed that, although the company had been marketing its services for several years, patients were generally uninformed of the benefits of CyberKnife treatment. For example, consumers were consistently surprised to learn that CyberKnife treatment is just as effective as other forms of cancer treatment; can be completed in five sessions; is non-invasive; and does not produce the typical side effects associated with surgery or other forms of radiation therapy. In short, the company had failed to find an advertising message that resonated with patients, accurately explaining the technology or effectively raising their expectations about cancer treatment.

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