Omnichannel HCP Awareness Campaign

The core objective was to raise awareness of Hologic’s advanced screening and AI-driven solutions across 3D Mammography, Breast Density Analysis, and Contrast-Enhanced Mammography.

To achieve this, a communications plan was concepted that would take advantage of paid campaigns to target specific audiences, including radiologists, radiographers, and economic decision-makers. This was designed to run across a three-phase, omnichannel social media campaign, speaking to the desired audiences in spaces where they frequently dwell and actively seek new information.

The narrative would highlight the unique features of each solution and their seamless integration, creating one optimised workflow.

The campaign’s initial concept focused on bringing the technology into a relatable setting. Recognising the need to stand out and accurately portray the features of the product, a bespoke photography shoot was planned to create a realistic portrayal and engaging branded assets.

In order to connect with and resonate with the target audience, we carefully considered the diversity of experiences, demographics, and backgrounds of the models in the images. The location and the strategy behind the photo shoot were also intentional to convey an accurate story of how radiologists were optimising their workflow with the technology at their disposal.

The photography was then further enhanced with 3D visualisations of the 3D, Breast Density, and Contrast-Enhanced Mammography technologies, then formatted to become LinkedIn Sponsored posts.

The visuals were accompanied by captions created in collaboration with TMC’s team of medical writers, following appropriate guidelines and citing the latest scientific papers. Each set of visuals was published in alignment with the three waves, and regular reporting and analysis were conducted. This allowed for agility, ensuring that the original key performance indicators (KPIs) were met for each section of the campaign.

After successfully completing the first three waves, we are currently in the midst of the fourth wave, which is maintaining a strong engagement rate. TMC has expertise in creating tiered campaigns, and through regular analysis, we ensure their longevity and drive them towards achieving the next goal. We are proud to have collaborated on the new ‘Diagnosis, Accelerated’ initiative as part of this three-wave campaign.