University Urological Associates
Using Education to Promote a Specialized Healthcare Practice
Despite providing some of the best urological care in the region, University Urological Associates (UUA) struggled to expand its reach. Patients and doctors alike regarded urological centers with an “all-the-same” mentality, and didn’t bother to look for better options outside of their regular health systems.
Our strategy: Heighten awareness and education around prostate cancer – and target an unexpected audience.
Instead of targeting men exclusively, we expanded the scope of our creative material to include messages targeted toward women. Why? Because research shows that women are the primary decision makers when it comes to healthcare – even for men.
Once we had their attention, it was time to show people the difference that UUA could make in their lives.
We invited doctors and potential patients to experience a prostate cancer event at UUA – where they could watch a robotic prostate surgery performed live, hear from patients, and speak with experts about prostate cancer.
Our marketing program spoke to people. And the results speak for themselves.
Attendance at special urological-focused events doubled based on the marketing program. And patient referrals from recommending physicians saw a significant increase.