PAD is a silent and potentially fatal disease that affects more than 12 million Americans. When left untreated, it can lead to limb amputation and shortened life expectancy. Due to the overwhelming prevalence of PAD in the United States, especially among underserved communities, it was essential to weave a sense of urgency into Modern Vascular’s marketing materials.
“I knew that my experience was going to be valued.
For Gibbs, this was the marketing challenge she lived for. She began her career in brand management at Procter and Gamble, then held key national marketing positions at LensCrafters and Bonne Bell Cosmetics, eventually becoming Vice President of Marketing / CMO of Intoxalock. In 2018, Gibbs was hired as a CMO at Western Dental in Orange, Calif., Before being contacted by Yury Gampel, CEO of Modern Vascular.
“It reminded me of my role at Intoxalock, which was also a start-up with an innovative value proposition ready to take off. I knew my experience was going to be appreciated. I am extremely passionate about projects that I can cultivate from start to finish. I also like to contribute to the leadership of a company, beyond marketing. Yury offered me this opportunity.
“A bit of the Wild West. «
As with most start-ups, Modern Vascular had launched and developed the necessary marketing materials before Gibbs joined the team. Previously managed by one of the partners with a solid B2B / Sales experience, most of the media had been designed by a printer.
“There was no consistent branding, positioning, messaging or style guide. There was no approval process, ”Gibbs explains. “It was a bit of the Wild West.
Despite this, the material developed so far has proven to be an effective way to get the word out to the B2B audience. However, there was no brand message directly aimed at consumers / patients. When Gibbs was tasked with developing marketing materials for patients, she knew she needed to strategically establish a brand identity quickly.
“The majority of the first 90 days was spent building hardware and implementing infrastructure,” Gibbs explains, recalling the immediate challenges she faced from the start. “There was great interest in sending a consistent message to consumers, so creating a marketing strategy and a strong digital presence became an early priority. At the same time, we started to create a brand identity, as well as updating the previously developed materials to have a more professional and cohesive appearance and a key message. Hiring talented agency partners was a top priority from the start. «
Reflection on a year of rapid growth
A year ago, we wrote about Modern Vascular’s success as a market leader in the healthcare industry. At that time, Modern Vascular had just opened its 9e clinical. Despite a pandemic that has affected businesses around the world, Modern Vascular has continued to evolve. Gibbs and his talented team have been instrumental in their gradual growth, finding innovative ways to market Modern Vascular’s ongoing services and ensuring that patient health is always at the forefront of messages. As a result, Modern Vascular has since expanded to 14 clinics in total and is on track to open 4 more by the end of this year.
We sat down with Gibbs to look back on his year at Modern Vascular.
Looking at the evolution of Modern Vascular from the beginning, how much of this growth do you attribute to your marketing efforts?
About 1/3. We have opened more clinics yes, but each new clinic is doing better than the last as we have structured the toolkit and playbook accordingly for the successful launch into new areas. Additionally, 15% of our patients refer themselves now, compared to 0% before our direct-to-consumer efforts.
What essential information from your previous experience have you implemented into the marketing program to date?
Especially where to start. If you’ve created a marketing program from scratch, you know how to get it started, what the priorities are, and how to do it quickly; where to use agencies, when to hire internally. It is important to get early gains while planning for the future. I think the ability to balance the big picture and the details is essential at the start. My experience with website building and digital acquisition was also key to quickly laying the groundwork.
How has emotional marketing played a role in your marketing program?
We are fortunate that Modern Vascular has a differentiated business model that can literally change a person’s life in a positive way. The stories we tell are inherently emotional. Many times we see patients who have been told they have no more options and are pushed into amputation. Knowing that we have the tools to give patients hope, save their limbs and extend their lives is a powerful story. We use videos, testimonials and stories to share with others who may also need our help.
Why is marketing so important in establishing the Modern Vascular brand as a thought leader in the industry?
The number one challenge we face is to raise awareness of the disease we treat (PAD) and the alternative treatments we offer. Once we’ve done that and educated a patient on the risks and treatment options, our procedures sell themselves. Our point of differentiation is that we specialize in a specific, minimally invasive outpatient solution to a life and limb problem. Very few can do the job we do – revascularize the footswitch – and send patients home the same day. Doctors and their patients often become our brand ambassadors. We want them to know that they are receiving the best treatment available. We often use public relations to tell these thought-provoking stories.
It was very gratifying to be recognized in 2020 by Global Health and Pharma as the best specialist in the treatment of PAD in the United States. It was definitely a validation moment for Modern Vascular.
How do you measure or observe an increased awareness of the modern vascular system?
Good question. We have a host of metrics that we track regarding lead generation, consultation planning, patient follow-up and patient satisfaction. But, because we’re so specific to the patients we’re targeting, many of whom don’t even know about the disease we’re treating, we haven’t really put a lot of energy into tracking our brand awareness. I think it’s more meaningful to raise awareness about peripheral artery disease. Most posts start with awareness and then come up with Modern Vascular as a solution. Our best month of 2020 was September, which is PAD Awareness Month. We certainly focused a lot of effort on just talking about PAD and its symptoms, and patients poured in.
How do you see the Modern Vascular marketing program evolving as the brand grows?
I believe brand awareness, thought leadership and patient education will remain at the forefront of what we do. I also think we will evolve our focus to include longer term patient treatment and optimize that patient journey, as well as adding synergistic services like wound care.
Thinking back to your years and a half at Modern Vascular, what are you most proud of so far?
I am proud of a lot. I’m extremely happy with our branding, digital efforts, and PR campaigns, but I guess one of the things I love the most is a book on medical management we’ve created to help. patients to manage their PAD at home. It embodies our commitment to helping patients manage their PAD in a way that’s right for them. For many patients this is a procedure at one of our clinics, but for others more conservative treatments make sense. We have created a program to support these patients and hopefully help them make more informed lifestyle changes that will keep their symptoms at bay for a long time.
What motivates you every day to meet the challenges of building and marketing a brand?
I love the people I work with and watch the talent they bring to the table. I love to hire great people and see them add value. I also enjoy working in a team and contributing to the whole organization, not just marketing. I prefer to be busy and I have it all at Modern Vascular.
What new knowledge have you gained through your efforts to redefine Modern Vascular’s marketing program?
To go faster. I am conservative in nature, but there is no time for that here. Not everything we do will work, and that’s okay. Find out and move on. I know we have a lot of limbs and lives to save and every day that I can get the message across in a new way, the more likely I am to find another patient we can help.
Modern Vascular experts have helped thousands of patients save limbs and save lives by using minimally invasive outpatient procedures to treat PAD. Modern vascular clinics are located across the country, notably in Arizona, Colorado, Indianapolis, Mississippi, New Mexico, Texas and Virginia, and new clinics are opening in Kansas, Kentucky, Missouri and Tennessee.
Modern Vascular has developed an easy-to-use PAD quiz to determine its risk. Take the quiz or learn more by visiting ModernVascular.com
In addition to the treatment of PAD, Modern Vascular is committed to providing integrated and multidisciplinary patient care. In June, Modern Vascular will open Modern Vascular Wound Care in Southaven, MS, combining cutting-edge expertise in revascularization procedures with cutting-edge treatments and pharmacology to treat wounds quickly and holistically.
Learn more about modern vascular wound care at ModernVascular.com/Wound Care
Los Angeles-based Sagon-Phior is a full-service marketing and branding agency. We use emotional branding to build better relationships between a brand and an audience. Emotional branding enables more effective ways to increase brand awareness, loyalty, and sales. It also offers revealing information to better understand important, often invisible consumer behavior patterns.
Sagon-Phior has successfully applied this unique practice to many national and global brands in the tech, healthcare, banking and lifestyle industries. For more information, visit Sagon-Phior.com