UroMed goes from zero to 60 with new ad campaign

Wednesday, April 13, 2011

SUWANEE, Ga. - Imagine trying to create brand awareness, project a family image and entice new customers to contact you, all in 60 seconds.

That, in a nutshell, is what urological supplies provider UroMed plans to do with its new TV advertising campaign, which debuted in March on the Dish Network. 

"UroMed is a household name in a niche market right now," said Andy Webb, vice president of sales and marketing. "Spinal cord injury and spina bifida has been our target for the past 15 years. However, we are trying to reach all catheter users, not just those two groups."

The Dish Network, which includes popular channels like ESPN, Biography, A&E and the Hallmark channels, reaches 11.8% of 18- to 64-year-olds with Medicare, more than almost any other network, said Lisa Wells, director of marketing for UroMed. 

Also attractive about the Dish Network: Real-time reporting tools that allow UroMed to determine how many people viewed the commercial, during what times, and on which stations.

"That's key to us," said Wells. "We need to know if people watched."

The provider launched an initial test campaign last November, with six 30-second ads in rotation. They learned that a longer commercial was more effective. 

"With a commercial, you've got to create awareness, get them to consider your brand, and once they know what it is, then you've got to get them to take action to pick up that phone and call," said Wells.

Throughout the ad, UroMed's phone number and web address are prominently featured and viewers are encouraged to call for complementary samples, free delivery and "hassle-free" billing.

One thing the ad doesn't play up: Medicare.

"A lot of these types of commercials start out with, 'attention Medicare customers,'" said Webb. "We wanted to show more of the family side. Come to UroMed. We are going to treat you like a family member."