In March of 2003, the American Society of Interventional
and Therapeutic Neuroradiology (ASITN) needed a cost-effective
way to raise awareness among patients and clinicians
about endovascular coiling, a relatively unknown,
non-invasive procedure to treat brain aneurysms. The
goal: Generate demand for the new procedure. The obstacle:
Advertising to the general public would be prohibitively
expensive, and identifying prospects for the procedure
was virtually impossible using conventional outbound
marketing tactics. Unsure about how to best address
the problem, the ASITN approached Boston Scientific
for financial and developmental support.
After examining the costs and success rates of alternative
mediums, Boston Scientific determined that the best
way to reach its target audience was online.
A
trusted business partner urged the company to consult
Medium Blue, a leader in creating cost-effective search
engine marketing programs.
In conjunction with
the development of the BrainAneurysm.com website,
Medium Blue designed an intensive search engine marketing
campaign to ensure
dominant online visibility. Once the site was launched,
an ongoing promotional effort helped ensure the website
established credibility and was considered an authority
in the eyes of both search engines and consumers.
In less than one year, the website matured as the
premier destination for information about brain aneurysms,
their symptoms and, most importantly, their treatment
options. Increased awareness among physicians,
hospital administrators, and patients has resulted
in a record number of endovascular coiling procedures.
“The ASITN is now able to reach interested patients
and clinicians, on a consistent basis, with comprehensive
information about endovascular coiling,” states
Eric Williams, Manager of Marketing Communications
for Boston Scientific’s Neurovascular Group.
“For less than the cost of a postage stamp per
visitor, the BrainAneurysm.com website is delivering
potentially life-saving information to people the
ASITN would never have been able to afford to reach
with traditional print, television or PR campaigns.”
“More and more, search engines are the predominant
way people now seek information and advice about medical
conditions,” offers Williams. He adds,
“Successful search engine optimization is vital
when competing for the mindshare of any online audience.
Developing high-level presence takes discipline, specialized
skills, and a long-term focus – all of which
Medium Blue has consistently provided.”