Challenge:  Create more frequent brand exposure and collect leads in a business where service is annual, at best.

Solution: Develop a Facebook application to help women assess their own risk of breast cancer, in support of National Breast Cancer Awareness Month in October. The social platform was selected because the 1. target demo uses Facebook (between 72% and 84% of women) and 2., it’s easy to share and encourage friends and family to participate.

Promotion of the app crossed product, lifecycle and acquisition marketing. Its function was three-fold.

  1. Strengthen consumer relationships, differentiating against the industry’s standard focus on treatment by advocating for and inciting proactive prevention.This build trust and authority.
  2. Build a platform to organically integrate product marketing, educating users on the benefits of new 3D technology.
  3. Conversion, referring users with a high-risk score to schedule a mammogram.

Distribution: PPC, key influencers, video, email campaigns, look-alikes, content marketing, and earned media.

Media coverage:
Adweek
Denver Post