National Surgical Corporation & Microsulis
Situation
Australian Distributor National Surgical Supplies approached JGW to raise the profile of a medical technique that offers an alternative to hysterectomy: Microwave Endometrial Ablation (MEA). MEA had a significant profile in the US and the UK (dubbed the ‘three-minute hysterectomy’) but awareness of MEA in Australia was relatively low. Treatment developer Microsulis (based in Scotland) was also a stakeholder in the campaign, with JGW co-ordinating international campaign management.
Objectives
• To develop and create a successful campaign to raise MEA’s profile with women aged between 35-55 & the GPs referring women for treatment
• To increase awareness of MEA and grow useage in Australia
• To obtain positive media coverage in media relevant to target audience
• To differentiate MEA from competitive procedures
Campaign
JGW began the campaign by creating and launching an education website (http://www.nomoreperiods.com.au). The site offers women and GPs information about menorrhagia (heavy menstrual bleeding), the different treatments available to treat it, including MEA, plus real-life testimonials from women in Australia who have successfully be treated using MEA and avoided the surgically-invasive alternative – a hysterectomy.
To align the website to a medical/GP audience, a banner advertisement was designed and ran on australiandoctor.com.au for one month, linking back to the No More Periods website.
Another facet of the campaign was political lobbying, as MEA has budget-saving implications to Australia’s health service. For example, MEA is positioned to potentially save the UK National Health Service (NHS) approximately A$60 million each year.
Supporting the above was extensive planned publicity, covering radio, TV, newspapers and magazines, with JGW setting up interviews with gynaecologists performing MEA and patients who had undergone the procedure.
Results
The website generated approximately 2000 hits, with information brochures being widely downloaded, as well as the testimonials being tracked as a popular page to visit.
JGW communicated with both the State and Federal Ministers for Health and succeeded in bringing MEA to the attention of relevant departments. Targeted media outreach was also successful, with stories about MEA placed in Australian Associated Press (AAP), The West Australian, The Courier Mail and segments run on Radio National, The Today Show, ABC Health Report and The Medical Observer.
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