New Marketing Twist on da Vinci Proves Successful at Covenant HealthCare

High Definition Technology Resonates With Surgery Patients

[Saginaw, MI] - Covenant HealthCare's scheduling department is working overtime to handle the increase in surgeries scheduled since launching the region's only da Vinci High Definition Robotic Assisted Surgery. Although the da Vinci technology isn't new to area hospitals, the high definition part is, and according to hospital officials, that distinction is paying off, with 50 new surgeries scheduled in the first two months since the campaign launch.

"Brogan & Partners developed a different approach for the da Vinci promotion, focusing on the new high definition feature that is unique in this market," said Larry Daly, Covenant HealthCare's Director of Marketing. "The resulting ad campaign, Precision Matters, has really hit home with our patients and target audiences, as reflected in the high number of da Vinci surgeries."

The ads show half blurry, half high definition photos, touting the benefits of increased precision for doctors when seeing in high definition. The campaign includes radio, outdoor, print, airport signage, and posters and banners for Covenant's internal launch. The primary target is insured females age 35-64, the key healthcare decision makers for their families. The entire ad campaign can be viewed by visiting http://www.brogan.com/work/healthcarepr/.

"Our strategy was to set Covenant apart from the competition in the minds of consumers with a clear focus on the superior competitive differentiator," said Julia Shea, partner and director of Brogan & Partners Healthcare Division. "We thought the HD benefit of Covenant's new robotic assisted surgery would resonate well with the public, partly due to the increasing awareness and popularity of HDTV."

Brogan & Partners Convergence Marketing, established in 1984, specializes in advertising, PRIZM®-based media, healthcare marketing, social marketing, B2B, interactive, social media and public relations. The award-winning firm has offices in Metro Detroit and Raleigh, service offices in Washington D.C. and Florida and an affiliate in Chicago.