March Madness for man parts

This story originally ran March 2 2010, but since we’ve seen the ads on TV again, we’re running it again.

Here’s a marketing challenge: Get men to let a surgeon approach their privates with a scalpel. Will a free pizza from Papa John’s do the trick?

Virginia Urology
is pitching a sort of March Madness, urging men to get vasectomies in March so that they can watch the games without having to do chores or go to work. As if required rest weren’t enough of an incentive, Papa John’s is donating a free pizza to anybody who books an appointment through March.

And the campaign is working.

Terry Coffey,
CEO of Virginia Urology, which has nine clinics in the metro area, said his practice has been running the ads on radio and TV for about 10 days and has seen a response.

“We have gotten a little bit of a peak in inquiries and consulting appointments,” said Coffey. “Even if they are not in the market for a vasectomy at the moment, hopefully they will remember us in the future.”

[youtube]http://www.youtube.com/watch?v=84ynNfzYVO0&feature=player_embedded[/youtube]

Coffey said that the procedure costs about $700 and that coverage is available from most insurance plans. The practice has 300 employees, 30 of which are urologists, said Coffey.

Urology clinics across the country are running similar promotions. The first practice to run the promotion was in Oregon in 2008. That practice shared the idea at a urology conference, and the concept has spread.

But Virginia Urology managed to snag the VasectomyMadness.com URL.

Coffey said his practice has made about 30 consultation appointments with clients over the website. He said that most of the men getting vasectomies are between the ages of 35 and 50 and that most have children.

The radio ads were produced by a Baltimore firm and are running on rotation at the four local Cox radio stations, which include K96 Country and Y101.

The TV ad is airing on WTVR Channel 6 and was produced by the station.

Vasectomies are a common surgery but are only a small part of Virginia Urology’s overall practice, which treats ailments including urinary cancers, incontinence, sexual dysfunction and kidney stones. The clinic also practices women’s urology.

Although the ads might not have a huge direct response, they are getting a lot of attention.

“Everywhere I go and they know where I work, they tell me that they really like the ad,” Coffey said.

This story originally ran March 2 2010, but since we’ve seen the ads on TV again, we’re running it again.

Here’s a marketing challenge: Get men to let a surgeon approach their privates with a scalpel. Will a free pizza from Papa John’s do the trick?

Virginia Urology
is pitching a sort of March Madness, urging men to get vasectomies in March so that they can watch the games without having to do chores or go to work. As if required rest weren’t enough of an incentive, Papa John’s is donating a free pizza to anybody who books an appointment through March.

And the campaign is working.

Terry Coffey,
CEO of Virginia Urology, which has nine clinics in the metro area, said his practice has been running the ads on radio and TV for about 10 days and has seen a response.

“We have gotten a little bit of a peak in inquiries and consulting appointments,” said Coffey. “Even if they are not in the market for a vasectomy at the moment, hopefully they will remember us in the future.”

[youtube]http://www.youtube.com/watch?v=84ynNfzYVO0&feature=player_embedded[/youtube]

Coffey said that the procedure costs about $700 and that coverage is available from most insurance plans. The practice has 300 employees, 30 of which are urologists, said Coffey.

Urology clinics across the country are running similar promotions. The first practice to run the promotion was in Oregon in 2008. That practice shared the idea at a urology conference, and the concept has spread.

But Virginia Urology managed to snag the VasectomyMadness.com URL.

Coffey said his practice has made about 30 consultation appointments with clients over the website. He said that most of the men getting vasectomies are between the ages of 35 and 50 and that most have children.

The radio ads were produced by a Baltimore firm and are running on rotation at the four local Cox radio stations, which include K96 Country and Y101.

The TV ad is airing on WTVR Channel 6 and was produced by the station.

Vasectomies are a common surgery but are only a small part of Virginia Urology’s overall practice, which treats ailments including urinary cancers, incontinence, sexual dysfunction and kidney stones. The clinic also practices women’s urology.

Although the ads might not have a huge direct response, they are getting a lot of attention.

“Everywhere I go and they know where I work, they tell me that they really like the ad,” Coffey said.

Your subscription has expired. Renew now by choosing a subscription below!

For more informaiton, head over to your profile.

Profile


SUBSCRIBE NOW

TERMS OF SERVICE:

ALL MEMBERSHIPS RENEW AUTOMATICALLY. YOU WILL BE CHARGED FOR A 1 YEAR MEMBERSHIP RENEWAL AT THE RATE IN EFFECT AT THAT TIME UNLESS YOU CANCEL YOUR MEMBERSHIP BY LOGGING IN OR BY CONTACTING [email protected]

ALL CHARGES FOR MONTHLY OR ANNUAL MEMBERSHIPS ARE NONREFUNDABLE.

EACH MEMBERSHIP WILL ONLY FUNCTION ON UP TO 3 MACHINES. ACCOUNTS ABUSING THAT LIMIT WILL BE DISCONTINUED.




Return to Homepage

Subscribe
Notify of
guest
4 Comments
oldest
newest most voted
Inline Feedbacks
View all comments
Pizzalicious Lauren
Pizzalicious Lauren
12 years ago

I definitely didn’t think something like this would turn up in my Google Alerts for “Pizza, Virginia.” ha ha ha

Casey Quinlan
Casey Quinlan
12 years ago

What a GREAT idea, and terrific message marketing. More health care practitioners need to communicate directly, and effectively, with their patients and communities. Kudos.

trackback
March Madness for man parts? « the Frontier Project
12 years ago

[…] to think of it either but it seems to be working. Virginia Urology is pitching a new campaign and Richmond BizSense has the scoop. < Fight the Good Fight | Login […]

Joan Izzo
Joan Izzo
11 years ago

Congratulations to the marketing folks who conceived and launched the campaign – nice work!