CASE STUDY: THE ROLE OF PATIENT EDUCATION IN THE SUCCESSFUL PROMOTION OF CURAWAVE
Patient education and awareness building are critical for any medical center, especially centers that are working with new, groundbreaking technologies that are changing the way patients are being treated. In this post, we want to look at how one medical center is successfully promoting INSIGHTEC’s Curawave procedure, and specifically what they are doing in the area of consumer education.
University MRI (UMRI) in Boca Raton, Florida is a diagnostic medical center, with the mission to provide the highest level of medical imaging services using leading technology in a comfortable outpatient setting. As such, they are working with innovative companies that provide solutions based on imaging technologies, including INSIGHTEC’s Curawave procedure for treating symptomatic uterine fibroids.
The Fibroid Education Center (FEC)
UMRI launched a direct-to-patient program branded under the name Fibroid Education Center (FEC) with the vision of creating a strong consumer education entity that also offers a concierge medicine program. The goal of the center is to increase awareness and build a healthy patient flow for the Curawave procedure, as well as promote it as a viable option for patients, providers and payers.
UMRI reached out to women with uterine fibroids who are “watching and waiting”, to make them aware of treatment options available to them with special attention to the benefits of the Curawave procedure. The FEC kicked off its activities with the Splash event, a seminar for women that took place in June 2016 in Boca Raton. Women with fibroids and their companions were invited to an educational seminar where leading clinicians discussed topics such as understanding the anatomy of fibroids (why size and location matters), treatment options for different cases, and a comprehensive explanation of the Curawave procedure. In addition, the FEC also launched its educational website and social media channels to reach patients. Here are some of the event's promotional materials:
Pictures from the event:
The FEC initiative highlights specific efforts used at UMRI to promote awareness to potential patients when introducing the Curawave procedure for uterine fibroids. We will continue to follow the center’s activities and will update on its progress in an effort to share lessons learned and best practices.