Case Study: Novadaq
National SPY Week Postcard
Challenge:
After a three–month halt in production of the fluorescent dye essential
to performing SPY® imaging during heart
surgery, Novadaq was challenged to promptly communicate to surgeons,
operating room staff, and hospital administration that the ICGreen
(fluorescent dye) was now available. How would the company ensure the
message was delivered to existing customers and new customers, and use
this opportunity to communicate recent news about new applications for
SPY technology, and information specific to hospital coding and
reimbursement specialists?
Solution:
Atria P.R. developed a comprehensive communications plan for Novadaq,
aimed at engaging all of its target publics. The National SPY Week
campaign was created for Novadaq’s clinical team to deliver to existing
and new customers. Materials included an internal SPY Week presentation
to Novadaq employees, memos and e–mails marked “Top Secret”, template
PowerPoint presentation for hospital SPY Week events, posters, postcard
invitations, and a “National SPY Week” website with a Top Secret quiz
and chances to win an educational SPY iPod.
Results:
Atria P.R. supported Novadaq’s clinical educators, to hold 15 National
SPY Week events over a period of three weeks. Group presentations and
one–on–one meetings emphasized that ICGreen is available; informing
participants about new uses for SPY in plastic/reconstructive surgery;
updates about SPY research for transplant surgery; and introduced a new
ICD–9 code – 88.59 for Intra–operative Fluorescence Vascular
Angiography Intra–operative Laser Arteriogram (SPY). More than 60
surgeons, OR staff, and administrators logged into the website and took
the Top Secret quiz.
Background:
The SPY® Intra–operative
Imaging System is the first, and only fluorescent imaging system
cleared by the U. S. Food and Drug Administration (in 2005) for use in
coronary artery bypass surgery, the most common open–heart surgery in
the country with approximately 400,000 patients undergoing the
procedure every year. SPY enables heart surgeons to simply and
efficiently confirm proper placement of bypass grafts and to visually
assess the quality and effectiveness of those grafts while the patient
is still in the operating room.
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