Boston Scientific Physician’s Perspectives Program

Boston Scientific logo superimposed over an illustration of human anatomy and a photo of a masked healthcare worker

An Innovative Program to Educate and Empower Physicians

Public Relations Society of America, Los Angeles Chapter, PRSA PRISM Award - logo 2022 Silver Anvil Finalist - logo

In a field with varied patient experiences, a wide variety of treatment options available, and evolving clinical science and techniques, Boston Scientific needed to find a creative way to differentiate and promote its products for addressing Benign Prostatic Hyperplasia (BPH) among treating physicians. Merryman Communications partnered with the company to create an award-winning, first and only comprehensive platform that provides physicians with credible and actionable peer-to-peer insights to advance the treatment of BPH.

Screenshots of campaign graphics

From Concept to Reality

Boston Scientific and Merryman Communications created an online content hub and peer-to-peer resource that physicians could turn to for the latest techniques, best practices and clinical evidence in BPH treatment. With Physician’s Perspectives, Boston Scientific arms physicians with insights to refine their BPH treatment approaches and deliver optimal outcomes for patients. And in the world of “content is king,” the team has new robust content each month for mini digital/social media campaigns. Each campaign includes:

  • Editorial – a collaboration with physician authors to develop articles.
  • Each article is featured on its own keyword-driven webpage that includes associated tools, videos or resources on the topic.
  • Email to urologists, utilizing the Boston Scientific target list, introducing the topic and physician author.
  • Social media content and graphics for both Twitter and LinkedIn, pulsed out over several weeks in both paid and organic campaigns.
  • Content for Boston Scientific sales reps to share on their personal social media channels (Twitter and LinkedIn) and one-on-one with their physician customers.

Results by the Numbers

Between January and December 2021, the Physician’s Perspectives campaign had garnered:

1.25 million
impressions across website visits, paid and organic social media

72,000+
global users

40,000
engagements in social media

90,000+
website visits

The Results Keep Coming

The campaign continues to receive accolades from physicians and grows its reach each month. The BPH Physician’s Perspectives campaign has also served as a model for other franchises to follow.