Rochester Medical: Magic3

Take us for a test drive.

The intermittent catheter (IC) serves just one purpose − to allow urine to drain from the bladder. But look beyond its singular function, and you’ll discover multiple consumer audiences of all shapes, sizes, ages, genders and reasons to self-cath, from spina bifida and neurological disorders to spinal cord injuries and post-surgery complications. One size catheter does not fit all, nor does one broad marketing strategy.

One audience, one destination
To help Rochester Medical drive sales of the Magic³ all-silicone intermittent catheter, StoneArch Creative narrowed the IC consumer audience to young, active men. Through field research and focus groups, we learned that this consumer is less brand loyal than brand indifferent, that peer feedback can influence purchasing decisions, and that ultimately, experiencing the product himself will pack the greatest marketing punch. Successfully converting users to Magic³ hinges on getting them to try it − for free.

Where the silicone meets the road
The campaign’s creative concept is also its call to action. Take us for a test drive hooks the audience with testosterone-fueled sports car metaphors, bold graphics, in-your-face copy, and consistent messaging. The multi-pronged marketing strategy − microsite, direct mail series, product brochure, print ads and SEO/SEM tactics − drives traffic to microsite where IC users can request free samples, read testimonials and learn about Magic³.

Zero to 60
Traffic to the microsite has grown steadily since its launch almost eight months ago, To date, there have been 7,300 unique visitors, and even more important, some 700 new orders. Using Google analytics and other web-based tracking tools, StoneArch continues to monitor and refine our SEO and SEM strategies and build the buzz around Magic³.

Visit the website »