ArthroCare - Spine
Situation:
Revolutionary new Coblation application for vertebral compression fractures secondary to metastatic tumors required referrals from Oncologists, an unfamiliar and hard to capture target audience.

Solution:
Rather than standard approach of DM & symposium, the team launched targeted market research to high volume Oncologists who could opt-in to see a local practice /rep. Fast, targeted, expandable, and provided more data on target messaging.

Results: In 6 weeks, screener, questionnaire, recruiting and 50 interviews were completed. 84% opted-in to be contacted by a local practice who performed the procedure. New messaging points for future efforts were also uncovered.