ESSURE PHYSICIAN
ROLE: Branding, Design, Execution & Production Management
DESCRIPTION: Prior to generating awareness on the Essure procedure within the patient population, the first and most important target was the physician. Logistically speaking, once a patient became aware of the procedure, they would go to their physician to inquire about the Essure procedure, so it was critical to get physicians trained and performing the procedure. An advertising campaign was developed to generate awareness within the target physician base through national trade shows, medical journals, and database marketing. An extensive FDA approved training manual was developed, along with multiple awareness and educational tools to assist physicians through the training certification process. These key marketing tools helped the sales and field team in training their physicians while penetrating their regions.
TECHNOLOGY:Adobe Photoshop, Adobe Illustrator, Adobe Acrobat, Quark Express, Microsoft Word, Direct-to-Plate CMYK Printing Process
CREATED: Summer 2003
ESSURE PATIENT PART I
ROLE: Branding, Design, Execution & Production Management
DESCRIPTION: When the Essure procedure was initially approved by the FDA, there was an immediate need for consumer awareness materials that described the benefits and risks of the procedure, depictions of step-by-step placement processes, call center information as well as medical prescribing information. The development of these series of materials came about upon conducting and analyzing market research to understand the needs of patients, doctors, and the company’s field and sales teams. These materials were developed in separate English and Spanish documents that contained the same information, all controlled by a version-regulated system.
TECHNOLOGY:Adobe Photoshop, Adobe Illustrator, Adobe Acrobat, Quark Xpress, Microsoft Word, Direct-to-Plate CMYK Printing Process
CREATED: Fall 2003
ESSURE PATIENT PART II
ROLE: Branding, Design, Execution & Production Management - Multicultural Marketing
DESCRIPTION: After the Essure procedure had been around for a few years, general awareness was increasing amongst the primary target demographic. In order to simplify and better target the previously established consumer awareness and marketing materials, a new series was developed. These new pieces reduced inventory and shipping costs since they included both English and Spanish consumer information on the same piece. These pieces also embodied a diverse audience and therefore communicated to a broader group of people. The purpose of these materials was to accurately achieve: patient education, awareness, interaction, call center leads and testimonial generation.
TECHNOLOGY:Adobe Photoshop, Adobe Illustrator, Adobe Acrobat, Quark Xpress, Microsoft Word, Direct-to-Plate CMYK Printing Process
CREATED: Spring 2005