To maximize reach for media spending, we positioned the messages as educational PSA marketing to secure additional impressions a normal radio buy could not provide. We knew that if we personalized the benefits of mammograms and the importance of ongoing breast health, we could create a movement.įirst, we had to convince the media partners to help in the cause. Our goal was to drive engagement and strengthen the personal connection between Solis and women. To build trust, we knew that we had an opportunity to leverage our long-standing relationships with IHeart, Cumulus, Entercom, and Radio One to develop a personal conversation campaign that would resonate with loyal following of on-air personalities. For the better part of a year, Solis worked side-by-side with The Point Group, using strategic marketing to battle the negative perceptions of pain and fear of results that keep more than 50% of all women over 40 from getting annual mammograms.Īs Solis’ strategic marketing partner, we leveraged our media partnerships to reach women and communicate the urgency of early detection and extol the virtues of less pain, more convenient online scheduling, and accuracy. to provide 3-D mammography to improve breast health. Solis Mammography works in multiple markets across the U.S. We understand the nuances, we know how to navigate the differences. When it comes to healthcare marketing, we speak physician and we speak Mom, friend, sister, daughter. Consumer insights is a specialty of The Point Group team-not just for a specific demographic, but for the particular industry of focus.
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