Here's the Green Light to Market GreenLight

Posted on November 1, 2013


There's good news for men with benign prostatic hyperplasia (BPH). For those of us who are not trained medical professionals - that's an enlarged prostate, which can lead to frequent urination or urination retention.

Recent data presented at the American Urological Association (AUA) Annual Meeting indicate that treatment for BPH with GreenLight™ laser therapy, instead of transurethral resection of the prostate (TURP), "results in significantly shorter hospitalization, catheterization, and recovery times for patients, while maintaining equivalent safety and efficacy."

That's great news for the millions of men suffering from BPH. But what does it mean for your rural hospital? OPPORTUNITY - but you have to give your marketing team the green light to be creative with this one.

Let's face it, BPH can be embarrassing - even scary - for most men to talk about. So whatever you do, make them feel comfortable. Develop a marketing campaign that puts prospective patients at ease so they take the next step.

You might start with direct mail that targets men age 50+. Keep in mind, we men have a very short attention span, so your message needs to cut to the chase. Then, give 'em the chance to get answers - now (we can be impatient, too).


Direct them to an online risk assessment they can complete right in the privacy of their own man cave. (That's in addition to encouraging them to talk with their doctor.)  Sweeten the deal by giving them a chance to win some great "guy thing" if they complete the assessment by a certain date. In other words, get 'em while they're hot (aka, "logged on and tuned in").

Don't wait to jump on this opportunity. And when I say "opportunity," I'm talking about an estimated 10 million men who suffer from BPH. Many of them are over the age of 60.

With an aging rural population, I'd say your rural hospital has the green light to start marketing this service line … now.

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