Armada Medical Marketing Sponsors After Party at CHC Gold Leaf Awards

 

It’s the most anticipated awards event of the year for health care organizations’ marketing teams and medical marketing firms in Colorado: the Colorado Healthcare Communicators Annual Gold Leaf Awards. Taking place Thursday, October 24 at Mile High Station near downtown Denver, Armada Medical Marketing will continue the celebration as the exclusive sponsor of the event’s first-ever after party.

Attendees of the after party must be registered to join in the fun. For tickets to the Annual Gold Leaf Awards ceremony and dinner, visit www.healthcarecommunicators.org and click on 2013 Gold Leaf Awards. Hurry, ticket sales close October 16!

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Facts, Stats and Graphs

Imagine the Power of Imagery160939709

2012 was the year of imagery and health care marketers strategically applied visuals to a variety of social and marketing platforms. 2013 is no different. For the health care industry, graphics alone may not get the point across. Therefore, infographics are a great route for health care marketers. Infographics provide graphic visuals that present data and information.

Get the Words to Stick

With the popularity of sites such as StumbleUpon, it is clear that attention spans are diminishing with the average person leaving a page within 10 to 20 seconds. Visuals are processed 60,000 times faster than text and text is only 7 percent of daily communication. That is not to say text is completely obsolete. Words play a major role in describing abstract ideas and conveying a specific message, which is important for health care marketing. But words are supplemental to visuals, which can help grasp a reader’s attention.

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Agency Record Achieved at 2012 Gold Leaf Awards

Hard work pays off. And at this year’s Colorado Healthcare Communicators (CHC) 2012 Gold Leaf Awards, we were rewarded for our hard work in a big way!

Taking home three Silver Leaf Awards and four Bronze Leaf Awards, we set an internal agency record for the greatest number of awards won in a single competition specific to health care marketing. Here’s the run down of the winning projects:

 

Advertisements that worked

A couple of advertisements from the rebranding campaign for Anova Cancer Care made an impression and garnered results. The direct-response television ad campaign and two-page direct-response print ad used thought-provoking questions and dynamic, high-tech visuals to capture both the attention — and the imagination — of those newly diagnosed with certain types of cancer.

  • Silver Leaf Award: Broadcast Advertising — Anova Cancer Care, Direct Response TV
  • Bronze Leaf Award: Single Print Advertisement — Anova Cancer Care, Cancer Treatment Evolved

 

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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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A ‘Winning’ Genetics Program

Client: Invision Sally Jobe

Project: Imaging Center Genetic Testing Program

Planning/Goals of Project:

Invision Sally Jobe (ISJ), a diagnostic imaging network of 10 Denver metro outpatient centers, initiated its genetics program in January 2009 and hired a certified genetic counselor. While breast cancer screening advocacy is well established, breast cancer genetic testing and counseling and programs, including the ISJ program, often fail to attract adequate attention and funding. In June 2009, ISJ was able to fund a dedicated communications program in support of its Risk Assessment & Prevention Program (RAPP) and chose Armada to lead the effort.

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Capitalizing on Health Care Savings

Fidelity Investments, a leading provider or employer benefits, recently announced the first-ever decline of its annual estimate of future health care costs for retired couples. The estimated $230,000 required for a 65-year-old couple for medical expenses from the present through the remainder of their lives represents an 8 percent decline from last year’s estimate.

Is technology and innovation playing a part in this decline?

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