Vpak SmartBrochure (SkinCure Oncology, Unherd Creative, and Vpak Media)
Introducing a new treatment option into dermatology practices is a challenging undertaking—especially for diseases with a decades old standard practice. SkinCure Oncology (SCO) offers dermatologists and their patients a new non-invasive technology-based option to treat non-melanoma skin cancer—Guided Superficial Radiotherapy Technology (IG-SRT).
Unherd Creative was tasked with educating practitioners on the comparative efficacy, training, patient communication, financial considerations, and physical changes required to accommodate in-office treatment. The team developed print materials and a series of seven powerful high-definition videos to educate physicians on the procedure. A Vpak Video-in-Print SmartBrochure combined video and print into one effective marketing tool.
Powered by a micro-switch, different video content plays whenever users flip a page. With the convenience of allowing seamless viewing of multiple videos, the SmartBrochure provides the space for charts, graphs, and illustrations for context-specific education. An added benefit, SmartBrochures potentially eliminate the need for separate collateral material for each video. The SmartBrochure also features a proprietary option which allows SCO to offer video updates to all of their dermatologists in a secure (file-encrypted) manner, to keep info up to date without requiring any connection to a computer or other device.
The program was deemed highly successful as a recruitment tool. Initially, company sales reps distributed 1,000 SmartBrochures to dermatologists at office visits and medical conferences. In 2021, over 250 practices added IG-SRT to their service offerings. Dermatology practices enthusiastically responded to the SmartBrochure technology and requested patient education SmartBrochures for in-office use.
