Strategic
Awareness
Campaign

Omnichannel strategy to drive awareness and engagement of new data demonstrating the improved clinical efficacy of Hologic’s Aptima HPV assay.

 

The Results

1.1m

social media impressions

8.4k

online interactions

2.2k

unique visits to landing page

Services Provided

Client said:

“This has been a truly great year for cervical health and the Aptima HPV Gold standard campaign has finished the year on a brilliant note. We very much value all that TMC do for us!”

Tom Crocket – Senior Strategic Marketing Manager, EMEAC, Hologic

Client said:

“This has been a truly great year for cervical health and the Aptima HPV Gold standard campaign has finished the year on a brilliant note. We very much value all that TMC do for us!”

Tom Crocket – Senior Strategic Marketing Manager, EMEAC, Hologic

The Background

HPV (Human Papillomavirus), the major cause of cervical cancer, is now widely tested in women’s screening programmes. Until now the benchmark test for the detection of HPV was considered to be a DNA-based assay, offered by Hologic’s main competitor. New data now demonstrates the improved clinical effectiveness of Hologic’s Aptima HPV RNA-based assay vs the DNA-based benchmark test.

 

Hologic is the first company to provide longitudinal evidence, demonstrating the proven clinical effectiveness of an HPV RNA-based assay. In addition, confirming it has the same sensitivity in detecting positive results, with improved specificity and fewer false-positive results compared to the DNA-based benchmark test.

The Brief

  • To create a powerful campaign to drive awareness of the new longitudinal data among relevant groups of healthcare professionals (HCPs)
  • Identify the most appropriate channels to reach each group of target HCPs
  • Generate valuable leads from HCPs wanting further information on the benefits of the Aptima HPV diagnostic assay

The Solution

Based on data analysis, created a communications plan that focussed on Healthcare Professionals within the following three groups: Lab Managers, Clinicians and C-Suite teams.

Social media visibility focussed on paid amplification on LinkedIn due to the volume of Healthcare Professionals actively using the platform. Fostering higher engagement through specific targeting, LinkedIn advertising allows for placement of content directly in front of individuals within specific countries, seniority levels and job functions.

At the forefront of the campaign was the ‘Gold Standard’ messaging, which reflected the strength of the data Hologic had collected. Creating visuals based on a gold vial that led the creative campaigns for social media alongside the additional channels used to promote the evidence. The ability to create all elements, allowed the team to efficiently manipulate and adapt the format of the visuals, to create a suite of assets used across all channels. Video content for social media platforms further enhanced the organic content, whilst static imagery was created for use in emails, congress and advertising across relevant medical journals and publications.

Combining educational content with the motivational call to actions and strong visual identity, delivered a versatile and effective lead generation campaign. Continuous data analysis and reporting of the social media campaigns, allowed efficient optimisation to maximise results and proactively respond to leads generated.

Hologic is a global healthcare pioneer of medical technology with a focus on women’s health. Their mission is to empower people to live healthier lives everywhere, every day. Through early detection and treatment, Hologic develops, manufactures, and supplies diagnostics products, medical imaging systems, and surgical products to Healthcare Professionals around the world.

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TMC Social Media Services

Client said:

“Thanks for all the help and support from the whole TMC team. We are all so passionate and proud of what we do – we all want to exceed expectations and its these high standards that result in such great work.”

Carol Smith – Marketing Communications Manager,
EMEAC, Hologic

Client said:

“Thanks for all the help and support from the whole TMC team. We are all so passionate and proud of what we do – we all want to exceed expectations and its these high standards that result in such great work.”

Carol Smith – Marketing Communications Manager,
EMEAC, Hologic

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