Baltimore Washington Medical Center – Calypso: GPS for the Body

On April 20th, Media Works helped Baltimore Washington Medical Center launch their Calypso – GPS for the Body media campaign. Calypso – GPS for the Body is a new technology that is used to treat prostate cancer. With an outpatient procedure, a GPS is implanted into the prostate, enabling the radiologist to pinpoint exactly where to provide the radiation.

The media campaign consists of radio, newspaper, magazine, outdoor, online display and search engine marketing. All media is focused on the Baltimore market with some exposure in the Washington DC market, as well as the entire state. Research showed that while prostate cancer affects men, it is the women that make the health care decisions for the family. As a result, we concluded that the target demographic is Adults 35-64.

To reach this target on radio, we utilized WCBM-AM, WBAL-AM, WPOC-FM, WLIF-FM, WWIN-FM and WZBA-FM. As for newspaper, we purchased ¼ page full color ads in the Baltimore Sun and ¼ page B/W ads in the Sunday Capital, Maryland Gazette and West County News. To compliment the print component, ½ page, full color ads in Baltimore Magazine, Chesapeake Life, Urbanite and What’s Up Annapolis were used.

Outdoor will begin in May with bulletins rotating around I-95, I-83 and 295. Lastly, we employed online display and search engine marketing. Search will focus more on the treatments offered for prostate cancer. For online display, we used and in addition to the ad network, Undertone. Display is targeted to Adults 35-64 in Maryland, as well as contextually targeted to the health channels and sections.

We are really excited about the launch of this campaign.


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