Educating Men That Impotence Is Not "All In Your Head"

When American Medical Systems (AMS) launched a public education campaign on impotence in the early '80s, too many men were being told that the condition was psychological — "all in your head" — with some of them searching for years before they found an effective treatment.

A large body of scientific evidence documented a wide range of physical causes, most of which could be reversed. AMS's Inflatable Penile Prosthesis (IPP) is an appropriate treatment option for many and the company decided professional and consumer education through public relations was the way to reach them.

Public Communications Inc. designed a public education/marketing campaign to reach the estimated 10 million American men who suffer from impotence and the physicians, nurses, therapists and others who counsel them. A highly successful, 10-year campaign ensued with public relations playing a dominant role in AMS's overall marketing effort for the IPP.

A comprehensive marketing communications program raised public awareness of impotence and created a demand for the IPP. Forty urologists participated in the program, communicating with their peers and the public at large in a variety of venues. Components of the program included:

• A press information kit containing extensive background information on impotence and on the IPP, including photography, drawings and illustrative charts.
• A backgrounder about impotence and specific media materials on impotence in patient groups such as diabetic males, half of whom may experience impotence due to their disease.
• Materials for the urologists to use in educating the public and professionals, including a newsletter and a display prosthesis.
• National and major market media relations with radio, television, newspapers and magazines, achieving approximately 200 interviews a year.
• Major-market media tours conducted for several prominent physicians.
• A post office box and 800 telephone number for consumers and physicians to contact for information on impotence and the prosthesis.
• A general consumer brochure and specialty brochures for specific patient groups.
• A lecture and slide presentation on the IPP for use by urologists in talking with referral physician groups.
• A speakers' bureau, sample talks and leave-behind materials for physician presentations to diabetes audiences.
• By-line articles on the IPP offered to national publications.
• A training seminar on working with physician customers for the company's field representatives.
• A "how-to" program for physicians who were interested in expanding their practices to include implant surgery.

Tens of thousands of inquiries on impotence from men, their partners, physicians and others were generated by the campaign. AMS accomplished its marketing communications objectives, while at the same time providing new hope to many men whose lives are affected by impotence. The company moved into the lead position in market share, and while sales of competing protheses declined, sales of the IPP increased.

An internal study of the economic value of the public relations program showed a three-for-one return on investment.

The Public Relations Society of America recognized AMS and PCI with its Silver Anvil award, judging the program to be an exemplary, imaginative and results-producing product marketing effort.