June 2005
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June 2005
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Efficacy
of Medical Device Direct-to-Consumer (DTC) Campaigns Discussed at May
26 Seminar
Recently, MassMEDIC hosted a seminar on evaluating, launching and measuring the ROI of device DTC advertising campaigns. Industry experts presented case studies of best and worst case scenarios in DTC advertising, as well as specific examples of campaigns from Candela, Cytyc and DePuy. Attendees learned that DTC campaigns have the most impact when they are used to expedite technology adoption by clinicians or institutions; break a referral pattern logjam; or create a new self-pay market. Participants also discovered how to effectively leverage print, television and Internet advertising to support their campaigns. The seminar closed with an overview of the legal and regulatory implications of DTC advertising. To review several of the presentations from this session, please click here. |
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