Check out this article about how Realize’s Ad Effort Is a First for DTC Marketing of a Medical Device
NEW YORK (AdAge.com) — In the video, Viki, a middle-age blonde, tears up recounting her moment of truth: A couple of years ago she was so obese that she could not chase after her toddler to keep him from running into the street.
DTC device marketing is not new, but Ethicon’s YouTube effort is a first for a device. DTC device marketing is not new, but Ethicon’s YouTube effort is a first for a device.
If this sounds like a setup for a weight-loss ad, that’s because it is. But not for a diet shake, pill or plan. The video is for Ethicon Endo-Surgery’s Realize adjustable gastric band — a device placed around the stomach that restricts food intake. The video is on Realize Band’s branded YouTube channel.
“Video is such a powerful medium for people who are having this type of surgery,” said Mary Ann Belliveau, managing director of Google Health Vertical. “What the channel does is give the patients a home for this, so they can get a more thorough experience, specifically with the company and the brand.”
Video is pretty important. It facilitates a better understanding for those experiencing the same thing or considering doing so. It creates a video based support system. On my site I have tried to implement this by adding video success stories, videos that outline different procedures as well as video FAQs.