Taking a Stand by Sitting Down

ADVERTISING, DISTRIBUTION, & SALES

Patients suffering from moderate to severe hemorrhoids have few options. And of those options, having less pain never seems to be one of them. In light of this, Ethicon Endo-Surgery (Cincinnati), a Johnson & Johnson company, developed its procedure for prolapse and hemorrhoids (PPH), which features a device that can operate above the nerve line. This results in a successful surgery as well as a less painful post-op.

Nevertheless, getting patients to consider surgery can be difficult. Many approach the topic with the mindset of "I'd rather endure the pain now than later." Therefore, Ethicon Endo-Surgery decided to remind patients of the everyday events and activities that hemorrhoids can prevent a person from enjoying.

"We needed to let them know that they can take a stand by not having to stand anymore when others are sitting," said Kris Early, creative director at GSW Worldwide (Westerville, OH), the marketing firm responsible for Ethicon Endo-Surgery's resulting campaign. "Why endure pain now or later? PPH is a gentler solution to a nagging problem."

The "Don't Stand" campaign tells people that they don't have to stand because of hemorrhoids while others are sitting. It recognizes that hemorrhoid patients sometimes consider not attending ball games or going to movies because their condition has made sitting for an extended period unbearable.

The Don't Stand campaign was rolled out in the summer of 2005, with ads running in local markets and at minor-league baseball games. The campaign's ad that featured a stadium seat was used as a springboard for on-site promotions and giveaways at ball games. The ads and the promotions were well received, with every participating team looking to renew the program this year. In addition, new teams are looking to sign on to the program.

Since the campaign rolled out, visits to the patient information Web site, www.pphinfo.com, have increased significantly. Most important, visits to the Web page where potential patients can find a PPH-trained physician in their market increased dramatically.

Copyright ©2006 MX