Case Study: Archbold Memorial Hospital
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Precision Without Incision
CHALLENGE
Archbold Medical Center was one of the first South Georgia regional hospitals to tout the amazing technology of brain surgery without incision. Not actually a knife, the Gamma Knife is an incredibly precise computerized instrument that aims 201 beams of radiation at brain abnormalities or tumors. Even more amazing is that the procedure is performed on an outpatient basis. Archbold Medical Center needed a campaign to promote this revolutionary technology to potential patients and referring physicians in the region.
SOLUTION
Kidd Group developed a comprehensive kit that included a physician brochure, patient brochure, team bios, rolodex card and patient education CD. Using the theme “Revolutionary Science, Life Saving Results,” the kit outlined specific procedure details for both patient and physician. The patient education video guided the patient through the procedure step-by-step using both Archbold’s Gamma Knife team and dynamic 3-D animation.
Kidd Group extended the campaign with a powerful website, radio, television and newspaper ads promoting the “201 rays of hope.” A well-known local resident (an RN and Gamma Knife patient) provided a testimonial for the newspaper ad and patient video.
RESULTS
Calls poured in during the advertising flight with patients requesting information and scheduling appointments. The campaign was a resounding success with first year expectations being exceeded within six months. Precisely the results we wanted.
