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CyberKnife prompts marketing drive
Healthcare Strategist Trend Watch, June 8, 2007
St. Joseph Mercy Health System has undertaken its largest single-focus marketing drive to promote CyberKnife, a new type of robotic surgery.
CyberKnife technology, which debuted at the hospital last month, is reported to significantly improve physicians' ability to treat hard-to-reach tumors that once would have been considered inoperable. The CyberKnife uses image-guided technology and computer-controlled robotics to monitor patient movement and improve the accuracy of radiation beams.
The advertising campaign will run for six months and consist of advertisements on 32 billboards, a Webpage, direct mail advertising, and display advertising at local malls.
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