BSD Medical launches internet marketing campaign to increase awareness of cancer therapies

By E. Janene Geiss

Philadelphia, Feb. 8 - BSD Medical Corp. announced Wednesday it has retained Richter7, a full-service advertising and marketing firm, as its marketing partner.

The agency's initial focus will be the development and implementation of an internet-specific awareness campaign, targeted toward cancer patients and caregivers, according to a company news release.

The campaign is slated to launch in April, officials said.

Richter7 has developed and implemented successful campaigns for medical device manufacturers such as Medtronic, Siemens, Stryker Howmedica and Biolase.

The internet campaign will be designed to create awareness and drive patient and caregivers to cancer treatment therapies as provided by BSD Medical's systems, officials said.

Richter7 has designed a campaign which, in part, will effectively use strategies that maintain an ongoing presence on the leading search engines and health-related web sites. Visitors to these sites will be invited to receive information about BSD Medical's cancer treatment options, thus driving traffic to physicians and medical centers with these treatment capabilities and to BSD-sponsored events.

Medical technology company Medtronic hired Richter7 to identify and drive physicians and patients to a new product. Richter7's strategy included building an interactive infrastructure where patients could interact with internal resources; identify prospects through direct campaigns, national media advertisements, freestanding inserts, interactive search engines and public relations generated through major surgical centers and creating a system to keep clients in an active state of communication.

Richter7 increased the Medtronic database of 500 potential candidates to 50,000 in six months, officials said.

Richter7 has designed a similar, yet unique campaign for BSD Medical.

"BSD Medical has a wonderful message to communicate in the cancer treatment battle and we're pleased to have been invited to lend our online and traditional marketing expertise and resources to this effort," Dave Newbold, president and executive creative director for Richter7, said in the release.

"Our initial goal is to give BSD a strong online capability which will strengthen their brand image with cancer patients and their caregivers and drive them to seek out therapies provided by BSD's systems as a treatment for cancer," he added.

BSD Medical is a Salt Lake City medical device company that makes precision-guided RF and microwave heat therapy systems used in the treatment of cancer and other diseases or medical conditions. Hyperthermia therapy and thermal therapy are biomedical treatments for malignant and benign tumors and certain other physical disorders, using principles of heat delivery within the body.

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