Generating interest in an innovative device from American Medical Systems

American Medical Systems, the world's leading supplier of medical devices for male and female pelvic health, turned to Padilla Speer Beardsley to develop and implement an integrated program to build awareness about its innovative GreenLight™ System. Greenlight is a minimally invasive laser treatment for men with enlarged prostates.

One of Padilla's primary tasks was developing a comprehensive set of materials to educate and inform all target audiences — doctors, hospitals, consumers and the media — about the procedure and its benefits. The resulting kit, available in both print and online versions, is a prime tool for AMS's sales force.

Padilla's overall program, meanwhile, included a range of tactics to generate national and local publicity, including audio news releases, matte releases, media relations and an online campaign with AARP.