Mmmmm. That's success you're smelling.
Amsurg
Filed Under: Email marketing, Healthcare, Lead generation, Website strategy/development
A successful company operating outpatient surgical centers wanted to know if they could market direct to consumers a life-saving procedure: the colonoscopy. As colon cancer is the one cancer that is 100% preventable, we were excited to participate in a three-market test rollout, using both traditional media and online marketing. Guess which of the two marketing disciplines performed best?
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The opportunity: Amsurg, a successful company operating outpatient surgical facilities across the US wanted to test-market direct-to-consumer marketing of colon cancer screenings in three markets across the country. The goal: to determine if a company that had never marketed direct-to-consumer could create new demand in its surgery centers for colonoscopies.
What we did: In conjunction with the agency BOHAN and brand experts Locomotion Creative, the online component for the Colon Cancer Prevention Network was created. Geo-targeted online media and lead generation techniques worked hand-in-hand with traditional media placements in the three test markets to drive consumers to the site, where they could find information on how to prevent colon cancer, find a center, and schedule consultations and appointments.
The result: Online marketing outperformed all other forms of marketing in all three test markets, driving consumers to seek out information, make appointments and ultimately schedule colonscopies.
