Word of mouth and testimonials gone wild. Check this out.
Doctors have long recruited patients to help advertise — witness the doctor-patient tag teams on. talk shows and infomercials. It has remained an open question as to whether doctors pay or remunerate those smiling patients in violation of the rules of many physician associations. But it’s now clear that doctors openly offer “thank you” rebates and discounts to patients who post videos of their breast augmentations, bright white teeth or nose jobs — or are willing to be taped extolling the virtues of their physician.
Look for manufacturers to start lining up actors with some credibility (i.e. may have familiarity with desired disease state) to start cranking out these videos for brand web sites, YouTube and direct marketing pieces.
This could be very influential for orthopedics as they move into DTC and DTP. The decision cycle to get a joint replaced can be very long and information is king in trying to influence people to make a decision. This could be a strong component of an integrated campaign and hearing someone extol the virtues of their new knee and the ease of recuperation could really help drive others to see a doctor or have the surgery...powerful, yet simple stuff.
As mentioned previously, the Ortho companies are literally living in the 90s with their approach to marketing so it will be interesting to see who can get there first within the construct of a coordinated and integrated campaign.
Viewer Beware the total knee videos can be a bit graphic.