YouTube a Lasik Discount

Doug Mohney — Thu, 26 Jun 2008 11:09:10 -0400

Should your doctor offer you a discount on medical services if you post a YouTube video plugging his services?

It's a marketing practice gaining traction in the elective procedure arena, notes the New York Times. Doctors are offering everything from free botox shots to discounts on plastic surgery and Lasik procedures if patients post video endorsements, a practice making consumer advocates and medical ethicists squirm even without viewing the online YouTube clips.

A recent search on YouTube turned up 2,400 "Botox" tagged videos, 2,000 "breast augmentation" videos and around 2,000 Lasik videos. Some clips are professionally produced by marketing companies while others are more ad hoc affairs recorded and edited by an in-house staff member. Content ranges from gory-detail procedures to mini-documentaries glorifying the doctor and patient.

New Yorker doctors don't see a problem in the practice, but consumer advocates say rebates my hinder candid reviews of medical care; complain and you won't get your $100 off. While discounts and free botox for patient endorsements are legal, medical associations are reviewing the practice and establishing guidelines for appropriate disclosure.

For more
- NY Times covers online medical soft endorsements

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NO, you can't make popcorn with a cell phone

Doug Mohney — Thu, 19 Jun 2008 17:09:23 -0400

A guerrilla marketing video showing a group of friends trying to cook kernels of popcorn with their cell phones has been played more than 9.4 million times over the past two works. The video has quickly become an urban legend and will no doubt end up as a topic for "Mythbusters.".

Cardo Systems, a manufacturer of high-end Bluetooth mobile phone headsets, designed the videos to raise brand awareness; other videos are coming. The video was dreamed up by Cardo's marketing group and shot by Paris-based Last Fools.

Traffic to Cardo's website has doubled in the last two weeks and the videos have turned into an urban legend. People trying to duplicate the results post comments wondering what kind of cell phone or popcorn is needed.

While the video is popular, the trick is converting clicks and views into sales. Cardo is trying to figure out what rate of video impressions and embedding the video on other websites will translate into Bluetooth headset sales. It is also hoping to get people talking that their Bluetooth headsets reduce the amount of RF power going to users' ears.

For more:
- Marketing Daily scoop on Cardio Systems' Urban Legend Video

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Guerilla Marketing

YouTube a Lasik Discount

NO, you can't make popcorn with a cell phone