Campaign educates patients and physicians about surgical treatment for crippling disease #424 case study

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For this educational effort, G&S employed a two-prong approach, targeted to physicians and patients, to increase awareness of the client’s joint replacement implants. Physician outreach included development and placement of articles in medical journals, speakers bureau opportunities, educational tour and presentations to healthcare groups and direct mail. Consumer efforts included collaboration with local Arthritis Foundation chapters, editorial outreach and placements for publications targeting the 50+ age group, and development of a video news release (VNR) detailing surgical successes. Press coverage was received nationwide including pick up by the Associated Press and publication in more than 200 newspapers; the VNR was featured in a CNN Science & Technology Report; and physician-authored papers appeared in leading medical journals.

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