Mobile Tour Laparoscopic Training Drives Surgeon Preference
Posted by Todd Buckton on Fri, Nov 12, 2010
Marketing that drives use intention drives sales.
For a medical devices manufacturer working to educate surgeons on an improved laparoscopic device, the challenge was threefold: bring the surgical theater to the surgeon, get them engaged, and clearly measure their future use intention.
Promotional Management Group (PMG) is a team with extensive expertise delivering medical device marketing that includes on-site laparoscopic training. As such, they were the perfect fit for the their global healthcare brand client.
How to Bring Laparoscopic Training Directly to Surgeons
The marketing team brought a fully outfitted mobile medical theater to hospitals across the U.S. southeast complete with plasma screens, conference tables and full operating theaters. This mobile theater visited twenty-one strategic hospital accounts. Through coordination with local brand sales staff, surgeons and other hospital staff were invited to visit the truck and complete laparoscopic training on-site; one day devoted to all medical center staff including administrators and one day dedicated to just surgeons.
As participants exited the experience, they were invited to complete a short survey. There were asked about their past surgical experience and their future intentions. The results of the laparoscopic training were nothing short of amazing.
Laparoscopic Training and Impact on Surgeons
Surgeons who had never used the specific products they were trained on reported strong future use intention. Four-fifths (83%) of surgeons reported that they “Definitely” or “Probably” will use the product in the next 12 months. Over half (51%) reported that they “Definitely” will use the product in the future.
This strong response spanned multiple products that were designed to assist with very different parts of laparoscopic surgery. A second product, when measured, posted future use intentions at 70% with over one-third (36%) of surgeons reporting that they “Definitely” will use the product in the future.
At PMG, we have extensive experience delivering on-site laparoscopic training to the right medical professionals where they work. From program strategy to final ROI measurements, we provide you with the mobile tour that allows your prospects to experience your product in a way that increases top line sales. Contact us today to talk about your specific challenges and how other medical devices companies have found the way to “Drive Their Brand Experience”.
