Cologuard
Launch
Exact Sciences
Keep it simple. Colon cancer is the most preventable but least prevented cancer. When caught early, survival rates are excellent. Focused groups confirmed a colonoscopy is seen as highly invasive, intruding on a patient’s time, diet, employment, support network, and most significantly, body. They worry about other cancers, but unprompted, colon cancer doesn’t generally make the list. They often don’t think they’re at risk and are entering a period in their lives when they’re finally shedding responsibilities and demands. If they’re going to take on something new, it needs to be on their terms.
The brief: Colon cancer screening that’s seamless to your life
The idea: Get. Go. Gone. Make it easy to check colon cancer screening off the list. “Little CG”, the noninvasive animated box, has outsized impact. His friendliness and matter-of-fact explanation drove patients to ask their doctors, in droves.
Disease Awareness
Prelaunch
Exact Sciences
Disarm GIs with commitment to the cause. We sought a space where Exact Sciences could begin to form connections with the community. There’s no shortage of messages about screening for colorectal cancer.
We created Be Seen. Get Screened. to enrich the conversation with an honest understanding that patients actively avoid screening, and as such, are poorly informed about their options. The campaign was available online and offered to networks, hospital systems, and GI practices as a source of deep content and encouragement to drive higher screening rates. More than a dozen advocacy organizations signed on to the effort.
