the challenge.

The client’s goal of the campaign was to double the number of patients requesting an esophageal scope. 

Our biggest hurdle was that many of the symptoms (like heartburn and trouble swallowing) are often considered minor by the general public and remedied by over the counter medications. We also found that information on esophageal cancer was scattered and difficult to find. 

the Q-lution.

A Holistic Campaign. 

We decided that to achieve our client’s goal, we needed to build a variety of assets (including a microsite) that informed audiences quickly and clearly what to watch out for, why ignoring symptoms was very dangerous, and what to do if they were experiencing symptoms.

We knew the best way to create action in the healthcare field was to spearhead the campaign with real survivor stories, connecting people to stories that resonate. We picked three patients who best represented our at-risk population (a young man, a 60+ woman and 60+ man).

We also wanted to cover a wide array of media, to reach as many Ontarians as possible (both online and out-of-home).

the results.

Total campaign impressions over 1-month: over 1.9 million. The campaign outperformed industry benchmarks on click rate, costs and engagement by almost 200%.