Growth of procedures and revenues were not accelerating as planned for the Renessa (Stress Urinary Incontinence – SUI) treatment. Adoption by MDs was low due to no reimbursement. We expressed that the cash pay market may be available to accelerate sales prior to establishing reimbursement. We conducted research among Gyns, Uro-Gyns and SUI sufferers to validate the cash pay market potential and gain insight into the messaging that would most effectively resonate with the target audience. The brand positioning and messaging were strategically developed based on the insights gained from this research. We developed “For Pay” DTC Mailers, to be sent directly to prospective targets in high income zip codes within a designated radius of the MDs’ offices. We also developed MD patient marketing materials, to build awareness of the Renessa treatment among the MDs’ patient population and providing calls to action to set appointments. Our programs resulted in a dramatic increase in procedures and corresponding revenues, and really put the Renessa treatment in the forefront of the SUI treatment marketplace.
Branding Print Direct Mail POS Displays