lating a list of spas who we consider as ‘early adaptors’ and the
first to try Mammagard and record therapist and customer
feedback for us,” he says.
He believed that seeding the target market with the product
was a critical move. “Awareness through people using our
products and talking about them is what has driven our
marketing strategy in the right direction. Particularly with such
a new product, word-of-mouth still holds true as the most
effective marketing tool,” he says.
Know Your Audience
If there’s one lesson Dr. Evans learned from past mistakes, it’s
this: “Be very careful of your marketing spend. It can be a very
long and expensive process, yet it need not be. Know your
target audience and ensure you test your positioning in small
markets to ensure your messaging is sound and reflective of
market feedback.”
On Being Part of ISPA
How long has the company been an ISPA member?
“This is our first year with ISPA, and the support and friendship
that has been extended to us has been very humbling.”
How did you first know about ISPA? “We were searching
for the most complete platform to bring our products to the
‘high-end’ of the manual therapy industry.”
What made you join ISPA? “I realized I would have more
direct access to key decision-makers and the door would be
open for ongoing conversations.”
Which ISPA resource has been beneficial to your
business? “The 2015 ISPA Conference & Expo was fantastic.”
“There will be approximately
300,000 women diagnosed
with breast cancer this year
in the U.S. With five-year
survival rates always
improving, the population of
women with altered breast is
ever increasing.”
When it comes to target audience, Dr. Evans has his sights
on breast cancer and surgically altered patients as the
company’s core market. “There will be approximately 300,000
women diagnosed with breast cancer this year in the U.S. With
five-year survival rates always improving, the population of
women with altered breasts is ever increasing,” he says.
Dr. Evans pointed out that, in these women, scar tissue
accumulates after their treatment and breast surgery with their
procedures often has a nearly 100 percent failure rate. “Our
peer-reviewed journal studies show that our breast orthotic
device reduces the mechanical forces that lead to breast
compression and pain.”
For Dr. Evans, while many factors come into play in creating
a successful business, he believes that team communication is
key. “It’s like the football huddle. Make a plan, remind each
other and play ball! We take the temperature of the business
on a weekly, if not, daily basis,” he says. “At Mammagard, we
have one simple saying: We want to save the world, one set of
breasts at a time.” n
May 2016
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PULSE 63