Gold Standard Campaign
The global healthcare pioneer of medical technology, Hologic develops and manufactures 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. Longitudinal evidence demonstrated the improved clinical effectiveness of Hologic’s test vs the DNA-based benchmark test. Following this, Hologic’s Diagnostics Team commissioned TMC to create a powerful campaign to drive awareness of the new longitudinal data and generate valuable leads among relevant groups of healthcare professionals (HCPs).
1.1m Social media impressions
43k Video views
+261 New LinkedIn followers
As Hologic was the first company to have achieved longitudinal evidence to support an RNA-based HPV 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 marketplace.
The TMC strategic marketing team created a communications plan that targeted Laboratory Managers, Clinicians and ‘C-Suite’, through paid amplification on LinkedIn. This allowed 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, TMC were able to deliver an effective lead generation campaign. Continuous data analysis and reporting allowed for efficient optimisation and proactive responses for those leads, with commercial objectives kept as a focal point at all times.
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