Brand preference is a product of truly understanding your audience and the factors that motivate them to make a purchase or appointment. It is a reasoned argument based on logic — not just emotion — that ultimately wins the day, whether talking to a physician, an administrator or a patient.
At Armada, we have never seen advertising and marketing as an entertainment medium. Rather, we believe it is our job to support the sales goals of your organization, using our creativity to clarify and simplify messages in order to more effectively persuade audiences.
We do not believe, as many do, that prospective customers and patients are unintelligent or illiterate. They are simply apathetic or disengaged from your sales pitch until we give them a bona fide reason to pay attention. Armada will work with you to uncover that reason, and then systematically work to persuade those audiences to adopt your product or service.
See our philosophy at work in the following effective and proven medical marketing case studies:
Grossman – “Evolution”
Most advertising for plastic surgery practices appears the same. Either the ad depicts a flawless model to project beauty or it demonstrates the before/after results of the surgery. Dr. John Grossman is one of the top plastic surgeons in the nation, with offices in Denver and Beverly Hills. His philosophy is unique to his chosen profession, and Armada wanted to create a campaign worthy of his skills and discriminating clientele.
The “What we see as perfection is really an evolution” campaign was designed to convey two important points: beauty can evolve in people as it does in nature; and for best results, plastic surgery should be performed in small, purposeful increments over time.
Advanced Imaging Specialists – “Mammographer”
Some imaging centers think that good advertising is to remind women to get their mammogram. The only problem is, women tend to think of radiology as a “commodity” business, performed equally well by all who offer it. Simply “reminding” them won’t necessarily lead them to your center.
We felt it was time to effectively differentiate Advanced Imaging Specialists from its competitors. To more effectively communicate this, we chose the thought-provoking question: “Do you choose your mammographer as carefully as you choose your…” and substituted a combination of professionals and products that women tend to spend an inordinate amount of time pondering over.
The ads apparently asked the right question; they outperformed the center’s previous mammography advertising by a wide margin.
CardiacAssist – “TandemHeart”
For a patient in cardiogenic shock, the likelihood of surviving a coronary intervention is low. The TandemHeart percutaneous ventricular assist device is capable of offloading the heart’s function for a period of time until the patient can recover sufficiently to survive surgery.
This groundbreaking device was destined to dramatically improve the survivability of these patients… the only trouble was, cardiac surgeons weren’t aware of it. Furthermore, using TandemHeart for such procedures was considered “off label” use by the FDA.
The approach we took was to create a “situation” in the advertisement with which the surgeon was familiar; A patient with acute, life-threatening conditions that had already experienced much bodily distress, and lwould not likely survive the additional “trauma” associated with surgery. “Hasn’t your patient experienced enough trauma?” was the attention-grabbing headline created to help the surgeon identify with the nearly hopeless situation, and position TandemHeart as the only viable solution. Each sentence in the ad was carefully constructed to help the company remain compliant while imparting the potential benefits of the device.
The result? The ad was part of an integrated campaign that helped the company meet its aggressive sales objectives for the year.
Anova Cancer Care – “Evolved”
CyberKnife is a breakthrough radiation oncology treatment for cancer care—it effectively destroys tumors from outside the body without damaging healthy tissue or causing devastating side effects. Despite overwhelming evidence of its clinical efficacy, oncologists were slow to embrace the new technology for their patients. As a result, CyberKnife centers have had to take their message directly to the public.
Armada rebranded Denver CyberKnife as Anova Cancer Care. Our launch campaign posed the thought-provoking question: “If everything else has evolved, why hasn’t cancer care?” Supporting this question with images of technology such as smartphones, advanced communications satellites, biotechnology and more, we effectively demonstrated that cancer care had also evolved in ways that resulted in faster, less invasive and more effective treatment.
The message hit home. The number of qualified leads has tripled since the campaign was launched.
Breathtek – “Class of 2008”
How do you not-so-subtly demonstrate that the test most physicians are using, while considered the standard-of-care, is woefully inaccurate and out of date? Armada believed the answer was to announce its obsolescence in a creative way.
Launched in 2007, the “Class of 2008” campaign stated definitively that “The [medical school] class of 2008 will never know of serology testing for H. pylori.” With less than 70% accuracy and the inability to test for active infection, the serology (blood) test for the bacteria that causes ulcers and is linked to stomach cancer cannot compare with our client’s BreathTek test providing 95% accuracy and the ability to distinguish active from passive infection—essential to verify eradication treatment has worked.
Used in advertising and direct marketing, the “Class of 2008” messaging has been instrumental in helping our client increase its market share by more than 300%.