Way back in August, 2010, we ran a post titled, Urology Marketing: Vasectomy Friday, the Couch Potato, and Big Game Weekend. Flash forward to this month. Now, about a year and a half later, the clever promotional idea seems to have taken off in a big way. It’s no coincidence that it’s just in time for basketball’s “March Madness.”
It seems that many practitioners around the country have jumped on the procedure-driven advertising message that men (of course) should have their vasectomy on the Friday preceding a big sports weekend. Guys can stay off their feet (in front of the TV) and recuperate. (Doctor’s orders, you know. You’ll be ready to go back to work on Monday.)
It’s a clever, effective and timely hook for advertising by urologists or other professionals that are qualified to perform the procedure. We first heard of the idea several years ago from our friend Neil Baum, MD, a widely respected (and marketing savvy) urologist in New Orleans. We don’t know if Dr. Baum—a genuinely creative guy—originated the concept, but he’s got that honor in our book.
Although this promotional springboard has been in use here and there for close to a decade, it’s on the edge of “going viral” (sort of) in popularity this year. USA Today published a nice roundup story spotlighting several local campaigns around the nation.
- In Central Virginia: Virginia Urology has a web page for vasectomymadness.com, inviting men to “spend three days on the couch watching hoops with your wife’s approval.” The site directs visitors to peruse vasectomy information and set an appointment.
- In Oregon: During “Snip City” March Madness—Oregon Urology—the enticement includes a true-to-theme recovery package of T-shirt, 3D glasses, a copy of Sports Illustrated, a cooler and a doctor’s order to sit on the couch and watch basketball.
- In New England: Urology Associates of Cape Cod provides a free pizza with each vasectomy. It’s something to munch while you hang out on the couch.
This pops into the news this month because of March Madness. (FYI: 2012 March Madness dates are Tuesday, March 13, 2012 through Monday, April 2, 2012.) But any big sports weekend—Super Bowl, college basketball finals, World Cup—is equally suitable for this advertising spin.
And if you’re not watching basketball this weekend, you can read the full USA Today item here.
Lonnie Hirsch and Stewart Gandolf, MBA
