From a virtual unknown to winner of the
Johnson & Johnson “Bell Ringer Award”
in less than 3 years
- Ethicon Endo-Surgery’s (A Division of Johnson & Johnson) Mammotome
Breast Biopsy System is a more efficient system for performing minimally
invasive breast biopsies. It is an alternative to core needle biopsies (also
minimally invasive but less efficient) and open surgical breast biopsies.
- The Mammotome has three key stakeholder groups along the patient
- The patient herself
- The referring physician (usually a gynecologist or GP), who refers the patient to
a breast biopsy physician
- The biopsy physician (a radiologist or surgeon)
- DTC information about minimally invasive breast biopsies was relevant
only to those women who were about to have a breast biopsy, and
generally, these women were less concerned about the biopsy itself than
about getting a rapid and accurate diagnosis.
- Further, even if women did ask their gynecologist or primary care
physician about Mammotome, these referring physicians were often
unfamiliar with the procedure or with biopsy physicians who use
- Among biopsy physicians, radiologists already using Mammotome were
considered fully penetrated, and so most activity was focused on
encouraging surgeons to start using Mammotome.
- Led by Tom Harper, Group Product Director, Ethicon Endo-Surgery
undertook three separate consulting and research engagements:
- Among biopsy physicians
- Among referring physicians
- Among likely breast biopsy patients
(women age 40+)
- The needs, problems, and motivations of each group were studied, as
well as their awareness and perceptions of different biopsy procedures.
- Most importantly the most profitable segments were identified and, for
each, the most compelling messages to communicate to physicians and
- Build growth by having sales reps focus on increasing Mammotome
penetration among surgeons.
- Bypass referring physicians, and revise DTC communications to include
how to find biopsy physicians who perform Mammotome.
- Abandon DTC activities, and instead, educate referring physicians
about the benefits of Mammotome and local biopsy physicians
who perform Mammotome.
- Ethicon Endo-Surgery redirected marketing dollars from DTC advertising
to education programs for referring physicians, recognizing them as a key
influencer of the type of breast biopsy that their patients receive.
- A computer program was developed and rolled out to all sales reps to
identify biopsy physicians who represent the greatest likely Mammotome
volume, based on seven questions.
- This program identified current users of Mammotome who are underpenetrated
and whom sales reps should develop, as well as those physicians
who are unlikely to ever use Mammotome, and for whom sales reps should
minimize their energies.
- The Breast Care division became Ethicon Endo-Surgery’s second fastest
growing franchise, growing by 75% within two years.
- Their consumer education website (www.breastbiopsy.com) became an
overnight sensation, talked about throughout the industry.
- This division was awarded the Johnson & Johnson Bellringer Award for
Outstanding Marketing for its contribution to the bottom line.