Controlled Chaos Consulting

The Complete Men's Health Forum: A Case Study

The Complete Men’s Health Forum

A Case Study

A Signature Event Designed to Improve Men’s Urological Health

CHALLENGE

How can we reach men - ages 45 to 75 - and motivate them to take proactive actions in improving their urological health? How can we strengthen existing patient relationships with Adult Pediatric Urology & Urogynecology (ADPU)? What is the best way to capture the interest of potential patients in need of care? How do we make the practice known?

OUTCOME

A signature ADPU event designed for men supported by branded marketing materials - invitations, advertisements, fliers, presentations, name tags and the event program - as well as a strategic communication plan to establish credibility and value with existing and prospective patients.

Scope of Project
  • Strategy
  • Messaging
  • Print & Digital Design
  • Consulting

In a Nutshell

Adult Pediatric Urology & Urogynecology is a privately owned, state-of-the-art medical practice and surgical center. ADPU physicians and staff provide top notch urological and urogynecological care and take pride in creating a welcome environment for patients.

During an intense 30-day sprint, we created a written strategy with clear messaging and designed materials to reinforce ADPU as the authoritative figure in men’s urological health. We also consulted on event logistics, scheduling and public relations for the Marketing Coordinator.

Outside building.jpg

STRATEGY

We quickly identified the core audiences that we planned to reach.

Secondary Audience

Men, particularly middle age, includes existing patients and a list of prospective patients meeting qualifications for needing continued urological care

Primary Audience

Men, particularly middle age, includes existing patients and a list of prospective patients meeting qualifications for needing continued urological care

 

“Men avoid visiting doctors, even when health conditions affect their quality of life.

How do we strike a chord and get them to take action?”
 

After the audience was set, we worked closely with the ADPU team to work through event logistics to ensure an enjoyable experience for the potential patients. ADPU secured nonprofit and industry sponsors to pay for the testing and event costs, allowing the event to break even. The free testing services provided a challenge on how to best communicate the services.

As a result, we developed a plan on the best ways to internally and externally engage the audience by communicating with the most important information with clear calls to action. In addition to paid digital and broadcast advertising, we utilized paper invitations and bulk mailings to drive RSVPs to the event.

 

DESIGN

After gaining a firm grasp on our audience and their fears and had a clear communication strategy, we began the creative design process by gathering inspiration that fit the style of the existing company brand. We quickly compiled a mood board using the social media site, Pinterest, and confirmed the direction of our design.

Next we began sketching thumbnails to establish a unique layout and theme for the pieces, continued on with digital mockups, finalized the design and prepped the files for the printer. Of course, everything received the client stamp of approval with each stage of design. 

Click the images below to see initial sketches and final designs.

The End Result

Straight from Christopher Cheuvront, Marketing Coordinator

The first year of The Complete Men’s Health Forum was a wild success with more than 160 attendees - mostly men with their wives or family members. ADPU physicians spoke on the prostate, erectile dysfunction, kidney stones and healthy aging to a packed room. Meanwhile, the first 102 men attending completed a health screening for prostate cancer, low testosterone, kidney and heart disease and diabetes free of charge. The physicians owners of ADPU immediately saw the impact on the Omaha community and requested the event become an annual outreach effort.

The second year in 2017, we made changes to specifically seek out new patients by bridging a relationship with other medical providers in Omaha. We continued to feature educational talks from our board certified urologists to educate 130 men and provide free health screenings for 90, at a $1,000 value.

Attendees and their partners listen to a presentation on low testosterone during the 2017 event held by Adult Pediatric Urology & Urogynecology.

Attendees and their partners listen to a presentation on low testosterone during the 2017 event held by Adult Pediatric Urology & Urogynecology.

Each year, the event continues to gain recognition and gets bigger and better. We are quickly growing out of our original venue, increasing our health forum budget and gaining interest from area medical providers in the effort to scale up the event.

The marketing materials and assistance Cassy provided have set the foundation for years of success - past and future.