They Asked…
The Frankel Cardiovascular Center needed to spread the word to referring physicians and the public about a new minimally invasive treatment option for aortic stenosis patients considered too high risk for surgery. This new treatment option – Transcatheter Aortic Valve Replacement (TAVR) – was identified by CVC leadership as one of their top growth priorities.
We Answered…
The Department of Public Relations and Marketing Communications created a marketing strategy to promote availability of the TAVR procedure by focusing on two audiences. For referring physicians, we created a DVD mailer, informational fliers, newsletter articles, and a special edition of the CVC’s e-newsletter focused just on this new treatment option.
To reach potential patients directly, our team created a strategy that used online display advertising, pay-per-click keyword advertising, radio and print ads, blog posts and social media outreach to drive traffic to our website, where we built a special section to explain the new treatment option and offered patient stories.
The Results…
Thanks in part to the successful marketing campaign, U-M has performed nearly 275 of these procedures as of February 2014 – the most performed in Michigan and among the highest number performed by any hospital in the U.S. The increase in TAVR volumes has helped increase overall aortic business by nearly 20%.
