Hologic is an innovative medical technology company primarily focused on improving women’s health and well-being through early detection and treatment. They bring The Science of Sure to life by providing healthcare professionals with groundbreaking diagnostic tools, allowing them to make life-affirming and, in many cases, life-saving decisions. The Genius® 3D™ exam has revolutionized breast cancer screening and detection for women of all ages and breast density around the world. This exam allows your doctor to examine your breast tissues layer by layer. So, instead of viewing all of the complexities of your breast tissue in a flat image, like with traditional 2D mammography, fine details are more visible and no longer hidden by the tissue above or below. This level of precision gives your doctor the confidence and clarity to reduce false positives and your chances of being called back for additional screening by up to 40%. The Genius® exam is the only mammogram FDA-approved as a superior for women with dense breasts.
Breast cancer is one of the leading causes of cancer deaths across the female population. Our goal was to increase awareness of the importance of women getting screened for breast cancer and battle ongoing misconceptions that prevent compliance. This was done through educational content around the signs to look out for and how to take action.
We partnered with Know Your Lemons, a well-known breast cancer advocacy organization, to add credibility and reach to the campaign. We created a full-funnel marketing mix that included TikTok, Ctv, Meta, Google search, paid, YouTube, and email.
Besides focusing on a video-first strategy, the team also had to determine the best audience to reach with this messaging. The team decided to stick to a broader audience to maximize the campaign's impact to reach more women.
- Our top-of-the-funnel main goal is awareness—get ads in front of as many 35+ women as possible with a high enough frequency for them to remember the ads using Connected TV, TikTok, and Meta.
- Our Mid-funnel main goal: education & providing solutions - Use tactics such as paid search to appear contextually as women researched mammograms or breast cancer topics.
- Our main goal at the bottom of the funnel was to get our audience to take action. We leveraged retargeting tactics to direct our audience to a facility finder, allowing them to find the exact location where they could get screened. Our overall final objective was measured by actual increases in screenings based on machine usage data, which allows us to measure the exact impact of our marketing efforts.
- We ran our campaign throughout October, which is globally recognized as Breast Cancer Awareness Month. Our creative was crafted to focus on inclusivity across ages, races, and ethnicities. The colors and familiar Know Your Lemons branding were bright and eye-catching.
- 2023 creatives included:
- Partnership ads with Know Your Lemons (Included newsfeed, reels/stories, and carousel format
- Long-form educational 30-second video
- UGC-style videos used on TikTok—Shooting remotely allowed us to work with creators from across the country who had a personal connection to breast cancer and could film themselves sharing their stories in a natural, home setting.
- Meta ads optimized for placement optimization
- Google search dynamic ads
- Internal Hologic assets such as Giphy stickers, LinkedIn backgrounds, etc to encourage employees to help spread the message
Overall, our campaign saw:
- 43.4M Total impressions
- 41k total clicks
- 6.6M video views
- 38k #KNOWBREASTCANCER Website Visits
- $663K Earned Media Value
- 2.5K Facility Finder Email Submissions
- 151k patient emails sent
- 8.4k HCP emails sent
- 123K Est. Increase in exams as a result of the campaign (Based on machine usage data)
