|As we men age, the prostate gland grows about 2-2.5% a year. Eventually, most senior men get BPH which is a benign prostate condition that can lead to problems urinating as the enlarged prostate inhibits flow.|
So, what can men do to alleviate the problem? There are prescription drugs and surgical alternatives where the prostate can be reduced in size. Surgery is invasive and most men fear any cutting done in that area. There are laser, cryogenic, and ultrasound treatments that also can reduce prostate size. Those techniques also can have side effect issues.
Enter Urolift which is a non traditional surgical alternative. Teleflex is the company that produces Urolift, as well as other devices for cardiac, respiratory care, and emergency care.
Urolift has begun a multimedia DTC campaign to announce their alternative approach to treating BPH. The television ad is quite memorable. We see a presenter on a big stage talking to men asking if they have problems with frequency in urination, feeling like the bladder never fully empties. Behind him on a big screen are images of dripping pipes. After about 15 seconds stating the problem he announces a solution, Urolift. We see firehoses at full blast, a fountain spraying all representing improved flow.
The presenter then tells us that Urolift is a minimally invasive procedure that involves no cutting and preserves sexual function. Sexual function is a significant risk with prostate surgery as the nerves that men need for erections are sometimes cut or damaged.
What I really like in this ad is the benefits are clearly identified while not overly complicating the message. We don’t know exactly what Urolift is or how it works based on the ad. For that you can go to their website which is very clear on how the device is implanted. Basically, Urolift is a set of clamps that pull the prostate away from the urinary tract. The procedure is done in urologists office and recovery is quick.
DTC works when potential customers ask their doctor about the advertised product. DTC works really well when there is a large pool of potential users who are informed about something new to help them. Urolift meets both criteria. The pool of men with BPH is large and Urolift is a novel approach. The good news is that Urolift is covered by Medicare and most private insurance.
I have no access to the results of the Urolift campaign, but my guess is the ROI is high based on the quality of the ad, the market size, urologist support in endorsing the effectiveness of the procedure, and patients wanting to avoid invasive surgical risks. Good job by Urolift recognizing what type of DTC will motivate patients to initiate physician discussions. The visually rich, simple approach makes the DTC campaign very likely to motivate patients.
|Bob Ehrlich, |
DTC Perspectives, Inc.