Changing Physician Practice Patterns, Part I

Fighting the good fight

Consider these scenarios:

A primary care doctor knows a CT scan of the lungs is more likely to reveal cancerous lesions, but orders a standard chest X-ray instead.

A gastroenterologist knows a 13C urea breath test is just as accurate as the endoscope at detecting H. pylori, but orders the scope anyway.

A cardiologist knows that the stress test is not as effective at determining heart attack risk as other tests, but continues to put his patients on the treadmill.

A cardiothoracic surgeon knows a particular heart valve would be better for her patient, but because her hospital refuses to purchase it, she uses an inferior device.

It is an outrage. You might even think it’s a crime.

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Making Lipids Sexy and Social

Client: Atherotech Diagnostics Lab

Project: Social media campaign with a blog leading the conversation

Planning/Goals of Project:

Armada’s challenge was to transform Michael Cobble, M.D., from a behind-the-scenes chief medical officer with a national diagnostic testing company (our client Atherotech Diagnostics Lab) into a well-known and respected expert in the field of lipidology.

The first and most important step in this process was to strategically position Dr. Cobble as a lipidology expert and key opinion leader using the most effective communication tools and platform. The primary platform we chose was the blog, a very powerful social media tool.

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Up in the Air: Marketing Insights from a Health Care Sales Exec

On my way home from a very enjoyable business trip to Minneapolis, I was fortunate enough to choose a seat by a VP of Sales for one of the world’s top orthopaedic device manufacturers. I couldn’t help but ask his point of view on the marketing tools that were most valuable to him and his sales team. His response was enlightening. Marketers, take heed:

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Why We Plan to Win Big (Again) at the Gold Leaf Awards

Entry deadlines are fast approaching for Colorado’s only member organization that exclusively honors local healthcare communicators and marketing professionals.

The Colorado Healthcare Communicators host the annual competition and this year is sure to have fierce competition. We are excited to enter many of our social media projects and new media accomplishments, including mobile applications. The 2011 Gold Leaf Awards are set for Thursday, October 13 at the Magnolia Hotel in downtown Denver.

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Q: How Do I Make the Most of Awareness Months?

A: Whether you’re marketing a medical device or a health care service, chances are there’s a national “awareness month” that you can leverage to improve the effectiveness of your marketing.

To illustrate, I’ll use the example of National Breast Cancer Awareness Month. During October, most consumer news outlets are heavily focused on stories related to breast cancer early diagnosis and treatment. This presents an excellent opportunity for hospitals, medical practices, diagnostic imaging centers, biopharmaceutical companies and equipment manufacturers focused on breast health.


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Reach Out & Touch a Physician

Armada Medical Marketing’s Jim Koehler and Jessica Black recently presented to the Colorado Healthcare Communicators on how to effectively market to physician and clinical audiences. The information and slides below are part of this presentation.

Physician Marketing Trend #1: The process by which physicians receive their information is changing … constantly

Physician Marketing Trend #2: Marketing to physicians requires a different approach than marketing to other audiences

Physician Marketing Trend #3: New physician marketing models require increased scrutiny of compliance guidelines

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