Ripping off the Band-Aid

For this campaign, we determined the brand positioning would be built around “freedom”: Rezūm gives your patients the freedom to live their lives without being tied to the bathroom, while providing urologists the freedom to prescribe a longer lasting solution. The message would communicate the lasting solutions Rezūm offers, versus the “Band-Aid” approach that other treatments take.

The messaging strategy included:

• Communication resources targeted at both new and existing customers who offer the Rezūm procedure
• National trade advertising 
• Demonstration of NxThera’s commitment to their Urology customers by providing them with the patient tools and education needed for their success
• American Urology Association national conference pre- and post-show advertising campaign

rezum ad series