Project: Online Marketing Toolkit

Marketing Challenge: Help health centers position themselves as leaders in breast cancer detection, educate their primary audiences, and drive consumer demand for Dilon’s innovative adjunct to mammography.

Target Audience: Health center marketing, communications and public relations professionals.

Marketing Solution: The online materials provide tools for communicating to medical professionals, patients and the media about the advantages of using Breast-Specific Gamma Imaging (BSGI) with the Dilon 6800® Gamma Camera for breast cancer detection. The kit includes sample press releases, canned web content, templates, print collateral, ad slicks, referring physician letters, and instructions on how to use the materials effectively. This program has helped create more demand for Dilon products by raising awareness.

Project: Lilly Reintegration Awards

Marketing Challenge: Facilitate a good-will program for Lilly, makers of Zyprexa, to honor exceptional accomplishments in the mental health community.

Target Audience: Mental health professionals.

Marketing Solution: The Lilly Reintegration Awards was a nationwide initiative that recognized mental health programs, groups and individuals (i.e. clinicians, nurses, social workers, advocates, policy makers and others) who made great achievements to help reintegrate those with schizophrenia back into society. IMS managed the application and judging processes; designed invitations and event programs; and planned and executed the annual awards dinner.

Project: Reintegration Today Magazine

Marketing Challenge: Create a forum to highlight, support and educate those suffering with schizophrenia and schizo-affective disorder, as well as caregivers and those in the mental health field.

Target Audience: Consumers with schizophrenia, caregivers, mental health professionals.

Marketing Solution: IMS worked with Lilly to develop and produce the Reintegration family of programs. The most visible piece was the quarterly magazine, “Reintegration Today.” Written, edited, photographed, designed and produced by IMS, the free publication focused on mental health issues including legislation, health care, employment, housing, family issues and more. It also shared profiles of patients who had successfully reintegrated into everyday society. The magazine also served as a communication vehicle for those applying to the Reintegration scholarship and awards programs, also managed by IMS.

Project: Keeping Pace With Life

Marketing Challenge: Introduce and build awareness for the new Minimally Invasive Solution (MIS) procedure for the M/G Unicompartmental Knee™, manufactured by Zimmer.

Target Audience: Consumers 55+, physicians, media.

Marketing Solution: “Keeping Pace With Life” was developed to provide patients and physicians with the latest information on this leading-edge treatment for joint replacement. The campaign addressed three main objectives: 1) create consumer demand for the MIS procedure for the Uni Knee; 2) drive consumers to MIS/Uni Knee trained physicians and; 3) blunt competitor inroads in the Uni Knee marketplace. Tactics focused on media relations; online marketing initiatives; and physician outreach, including providing surgeons with the marketing tools necessary to build the MIS/Uni Knee sector of their practice. After only a few months of programming, Zimmer reached its sales goal for the MIS procedure.

Project: Awareness Campaign for ORTHOsoft's Computer-Assisted Surgery (CAS) Navitrack Navigation System

Marketing Challenge: Motivate patients to seek knee, hip and spine surgery; increase physician referrals; and educate referring physicians and patients.

Target Audience: Consumers, primary care physicians, orthopedic surgeons, and medical centers in the Southern California market.

Marketing Solution: IMS developed a campaign with multiple channels and components to reach key audiences, including optimized keyword buys, as well as placed online banner advertising. A direct link to a campaign-specific catchpage lead patients to a complete city-by-city list of all surgeon-users in the SoCal market and additional information about the benefits of the Navitrack Navigation System. In the first 10 weeks of the six-month campaign, more than 3,5000 unique visitors clicked to find out more about the ORTHOsoft CAS system. Additional tactics included trade advertising, a direct-to-physician mailer, and patient education materials including in-office posters and brochures.

Project: Norvasc News

Marketing Challenge: Engage global leadership teams in preparing for possible outcomes of pivotal long-term research study on mature product.

Target Audience: Country sales managers, key country management and staff.

Marketing Solution: IMS created a communications platform to educate and motivate target audiences. A series of newsletters containing key debriefs on potential strategies presented in an easy-to-read broadsheet format were presented with topic-based premiums. IMS created an engaging editorial mix from technical papers, as well as designed the newsletters, custom tube packaging, and premium items.  The program proved invaluable in preparing teams with appropriate media and sales strategy.  Pfizer was able to respond in a proactive, unilateral manner as soon as the research study results were released.

Project: AHA Diabetes Management

Marketing Challenge: Design an impactful and engaging kit to feature and house diabetes disease state management tools provided to managed care patients by Takeda and the American Heart Association.

Target Audience: Managed care organizations, diabetes patients.

Marketing Solution: This kit was the showpiece of a patient education program Takeda developed with the American Heart Association to support the Diabetes Type II patient population. This piece was presented as a value-added service by Takeda’s managed care sales force selling Actos. The kit included introductory materials; a mass-produced, 32-page brochure; and a hardcover health journal, along with a quarterly publication. All pieces were produced in a common design thematic developed by IMS.

Project: www.strongasanox.com

Marketing Challenge: Build an educational site that addresses the informational needs of osteoarthritis patients and orthopaedic surgeons.

Target Audience: Osteoarthritis patients, patient friends and family, orthopaedic surgeons.

Marketing Solution: IMS developed this site as part of the integrated consumer awareness campaign for the Oxinium™ joint replacement material, “Strong as an Ox.”  The home page features information a patient needs if they are considering joint replacement surgery, including a ZIP code-based surgeon locator. Surgeons are directed to a password-protected section of the site that features more technical information. After the program was initiated, sales increases in regional markets ranged from 40 percent to 60 percent.