Launch Succeeds with Both Physicians and Patients

Originally Published MX July/August 2003

ADVERTISING, DISTRIBUTION, & SALES

Before minimally invasive device company AngioDynamics Inc. (Queensbury, NY) entered the direct-to-consumer market last year, it hired a full-service marketing communications agency with a healthcare practice, Eric Mower and Associates (EMA), to collaborate on strategy and tactics. The launch of the company's Endovascular Laser Venous System (or ELVS) treatment for varicose veins has far surpassed initial sales projections, due in large measure to a well-conceived marketing program.

"AngioDynamics has two key audiences for ELVS—physicians and female baby-boomer patients with varicose veins—but we recognized that it was the patients who would ultimately have to relate to and accept the ELVS treatment," according to Chris Steenstra, who leads the healthcare practice at EMA.