Hologic is a global healthcare pioneer of medical technology, developing and manufacturing diagnostics products, medical imaging systems, and surgical products.
With a focus on women’s health, Hologic’s portfolio includes the Aptima HPV RNA-based assay, a test for HPV (Human Papillomavirus), a major cause of cervical cancer. Recently published longitudinal evidence now demonstrates the improved clinical effectiveness of Hologic’s test vs the DNA-based benchmark test.
Hologic’s Diagnostics Team asked us to create a powerful campaign to drive awareness of the new longitudinal data and generate valuable leads among relevant groups of healthcare professionals (HCPs).
The Results
1.1m Social media impressions
43k Video views
+261 New LinkedIn followers
The Solution
As Hologic was the first company to have longitudinal evidence to support an RNA-based HCV test, the campaign messaging and visual needed to be just as ground breaking. Our solution posed a bold and somewhat controversial question which, when paired with the data, aimed at generating credibility and authority in the market place.
Our strategy team created a communications plan that targeted Laboratory Managers, Clinicians and C-Suite teams through paid amplification on LinkedIn allowing for placement of content directly in front of individuals within specific countries, seniority levels and job functions.
“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 – Senior Manager, Marketing Communications, Hologic
By combining educational content with motivational calls to action and strong visual identity, we were able to deliver an effective lead generation campaign. Continuous data analysis and reporting also allowed for efficient optimisation and proactive responses to leads generated.
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