Theragenics Corporation
Positioning: Prostate cancer “seed” manufacturer Theragenics was struggling to overcome men’s reticence to both get tested for prostate cancer and trust seeding as a treatment methodology.

Projects: A direct response campaign including print ads in AARP the Magazine and other national magazines and TV in selected local markets tripled inquiries to the Theragenics call center. The campaign, supported by print and video collateral for physicians as well as patients, established seeding as an accepted alternative on equal footing with surgery and external beam radiation