MAHPRM SHOW-ME EXCELLENCE AWARDS

2017 Call for Entries

Narrative Template

Category (See Call for Entries)
3. Advertising Print
Division (See Call for Entries)
A. Production cost of $1,500 or less
Entry Number (See Entry Form)
SM666
Entry/Project Name
Bladeless Laser Cataract Surgery
Entrant’s Name and Organization
University of Missouri Health
Project Goals and Objectives
  • Promote a new cataract removal surgery at MU Health Care
  • Schedule 18 visits by December 31.

Statement of Opportunity
MU Health had recently leased a new LenSx femtosecond laser that assists physicians during laser-refractive cataract surgery or the removal of cataracts.To prove to MU Health Care leadership that the procedure was profitable, the clinic needed to produce a return on investment measured by filling surgery dates scheduled for the procedure. MU Health Care is the only hospital in mid-Missouri to offer this advanced cataract removal surgery. The campaign launched in September and ran through December. The procedure is not always covered by insurance, this was a challenge we overcome by strategically targeting our message to the appropriate audience.
Project Implementation
Cataracts most frequently affect people 50+ (anyone over the age of 70 will most likely have cataracts), our target audience was adults, specifically Baby Boomers. Our market research showed that our target audience was 70% more likely to see health ads in a magazine, 19% more likely to be a light radio listener, 17% more likely to be an above average internet user.
We chose to place ads in three different PRIME magazine issues. PRIME magazine targets women 50+, and has a readership of approx. 15,000. People who read PRIME magazine are traditionally home owners, who have insurance and disposable income. This is important because bladeless laser cataract surgery is not always 100% covered by insurance.
For our messaging, we wanted to focus on the word “bladeless,” as we felt this would resonate with our audience. Cataracts affect vision, making daily activities like driving and reading difficult, we wanted to promote this surgery as a way to take back those activities.
In addition to print, we promoted “Bladeless Laser Cataract Surgery” through:
  • Dynamic display advertising
  • Paid Search
  • Sponsorship of a local radio show whose target audience is 60+
  • Community talks at local retirement facilities
  • An article in the Health Care systems Live Healthe e-newsletter that is sent to 10,000 subscribers to our patient portal
  • Media pitches and assists

Results and Evaluation
From October (the first available surgery dates) to December 31, approx. 20 surgeries were scheduled. Additionally, the clinic is currently scheduled out through March, equaling approx. 18-24 additional surgeries scheduled during the campaign.
In September, when the campaign launched there were 1,820 total page views to the muhealth.org/noblade website. People spent an average of 4 minutes and 18 seconds on the site. Also in September, Facebook ads generated 90,132 impressions, 2,429 clicks and a click through rate of 2.69%. Paid search had 6,282 impressions, 63 clicks and a click through rate of 1%. Display ads generated 166,904 impressions, 175 clicks and a .10% click through rate.