Integrating to
reach both HCPs & Patients

Digene

The challenge

Today's patients don't think of themselves as patients. They are women. Men. Parents and children.  That's why we took a complete, 360-approach to communicating with them about the importance of the Digene HPV test.  Our results included more than 60 posts from social Influencers, and 800 million impressions from Medical, Consumer, and Lifestyle meda outlets.  All this attention doubled the traffic to theHPVtest.com and drove an 90% increase in awareness of Digene's HPV test and a 40% increase in women asking their Doctor for the test by name.

  • SITUATION

–Cervical cancer is a completely preventable cancer because it has a single known cause: HPV

–But the gold standard cervical cancer screening tool - the Pap test - has high margin of error  

–Enter the digene HPV test, FDA-approved for use in women 30+, to improve screening sensitivity to 100 percent when used with the Pap

  • OUR CHARGE

–Educate consumers – and physicians - about benefits of combined HPV test/Pap for primary screening in women 30+

–Increase patient requests for the HPV test; generate dialogue between women and HCPs around  knowing HPV status

We identified recognized physician supporters like Dr. Lisa Masterson from “The Doctors” and cervical cancer survivors like Marissa Jaret Winokur as credible voices for earned media and digital content.  Over the course of a full year, we used these voices along with both pre-planned and opportunistic trendjacking to highlight the benefits of HPV testing.  Our approach was equally focused on HCPs through our data-as-content approach with digital channels and Trade media, as well as patient-focused through grassroots educational events targeting real women and influencers.

Our 360 approach yielded more than 60 posts from social Influencers and 800 million impressions from Medical, Consumer, and Lifestyle meda outlets.  All this attention doubled the traffic to theHPVtest.com and drove an 90% increase in awareness of Digene's HPV test and a 40% increase in women asking their Doctor for the test by name.

Current case study

Digene