PHYSICIAN CAMPAIGN
Nash Health Care

SITUATION
Nash Health Care purchased the da Vinci Surgical System, a sophisticated robotic surgery system. In order to make local physicians aware of the availability of the technology and to instill confidence for patient referrals for this surgical option, a campaign directed at area primary care physicians was undertaken.

dA VINCI SURGICAL SYSTEM
The campaign announced an association with a local Urology group as well as informed primary care physicians of the availability of the da Vinci System at Nash, one of the only organizations in the state to offer this highly sophisticated technology. It promoted the hospital's affiliations in the community as well making primary care physicians part of the story.

CAMPAIGN ELEMENTS
Collateral: Developed a physicians' kit with information and specifications on the da Vinci Surgical system, as well as patient education materials. Kit included brochures, physician referral sheet, educational DVD for physicians and patients and other materials. Kits were direct mailed as well as distributed at the Physicians' Open House.

Website: A microsite was developed to work in conjunction with the Nash Health Care website detailing information for patients along with a password protected physicians' section with more technical information and videos.

Events: Both a physicians' open house and patient open house were planned. Physicians received personal invitations while patients were invited through the use of newspaper ads that mimicked the overall look and feel of the Nash Health Care image campaign.