SightLine Health provides magnetic resonance-guided focused ultrasound ablation (MRgFUS) to eliminate fibroid tumors in women.
The company’s facilities are some of the few in the world providing this FDA-approved procedure, so its market is international.
The Challenge
Upon formation, SightLine Health hired FrogDog Communications to help launch the business. (The company executives had worked with FrogDog in their roles with previous companies.) For SightLine Health, FrogDog started with a blank slate.
Although still new today, MRgFUS was almost completely unknown—by physicians and patients—when SightLine Health launched. FrogDog needed to educate widely disparate audiences: physicians, patients, and insurance companies.
A large number of Latinas and African-American women suffer from uterine fibroids, meaning that FrogDog's work needed to include developing distinct campaign strategies and tactics to address these groups.
The FrogDog Solution
Before the company officially began operations, FrogDog Communications began working with SightLine Health to develop its brand (colors, logo, graphical standards, and look-and-feel) and to develop an integrated marketing communications and advertising plan, including tactics to target physicians, insurance companies, and patients from all backgrounds.
FrogDog created the company's Web site and marketing materials; has coordinated media buys and developed all advertising, including local and national Web, radio, print, and outdoor; and has a full media-relations campaign underway that has featured the company on local and national news outlets, including television, print, and radio in English and Spanish.
The campaign is still continuing today. As the company opens clinics in other cities and states, FrogDog is working to develop complementary marketing and advertising strategies.
