mammogram Physician marketing and advertising about breast cancer screenings and mammograms is taking an increasingly creative approach. Clinics, hospitals, medi-spas and physician groups have discovered that non-traditional methods and messaging about mammograms are engaging and educating women about how and when to have the often uncomfortable examination.

It’s important to note that the decision about having a mammogram is one for a woman and her doctor. But the screening guidelines changed about a year ago and the opportunity for patient education has taken on friendlier healthcare marketing and advertising approaches.

Here are some of the fresh ideas that appeared in a Chicago Tribune article recently:

  • Clinic or hospital sponsored “Mammogram Parties;” a social event that includes chocolate fondue, massages, and beauty consultations.
  • Similarly, there’s an offering various mammogram incentives of wine, cheese, roses, or a weekend spa-getaway package.
  • A “Pinky Swear” pledge on Facebook that invites friends to make a promise to find out about mammogram screening with an option to make an appointment online.
  • A “Mamm & Glam” promotional event that takes a digital mammogram van to a local mall for screenings.
  • A “Ladies Night Out” with mammogram information and/or screenings presented in a spa-like setting that also includes back massages, hair & makeup consultations.
  • Hospital programs are making screenings more convenient and appealing by presenting the procedure as an activity to do with friends and family.

The Tribune article points out that mammogram marketing has increased over the past few years, and as you might expect, not everyone agrees with approaches that appeal to women with promotional events.

Critics cite risks related to false-positive results. Proponents cite the need for education and informed decision. Read the Chicago Tribune article here, and let us know what you think.

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Stewart Gandolf

Stewart Gandolf

Chief Executive Officer and Co-Founder at Healthcare Success Strategies
Stewart Gandolf, MBA, is CEO of Healthcare Success, a medical marketing and health care advertising agency. He is also a frequent writer and speaker. Most importantly, he is happily married and a "rock-n-roll daddy" to two wonderful girls.
Stewart Gandolf
Stewart Gandolf


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