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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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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We recently read the New York Times article about doctors using Facebook for both personal and professional reasons. It makes sense and we do the same. Just like any profession, you balance your career and personal sides.

Balance is the key phrase.

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