Texas Oncology

THE ASK

In 2021, the physicians of Texas Colon & Rectal Specialists joined a new colorectal specialty division of LOOMIS client Texas Oncology. While the group provides some of the most advanced colon cancer and hemorrhoid treatment options in the field, many patients first experience TCRS through preventive screenings, like colonoscopies. When the CDC dropped the guidelines for a first colonoscopy from age 50 to age 45, the client challenged us to raise awareness about the importance of early colon cancer detection to a target audience who didn’t yet have screenings on their radar.

THE INSIGHT

An adult born in the 1990s now has 2x the risk of developing colon cancer and 4x the risk of rectal cancer than someone born in the 1950s. However, the target isn’t aware of the new CDC age recommendation, or the reasons behind it. Additionally, they perceive colonoscopies as “for old people,” and often turn a blind eye to this important screening. Not only does this generation not see themselves as “old,” but they have a common belief that “I don’t have to think about that until I turn 50.” We needed to get the attention of this younger cohort of Generation X.

THE OPPORTUNITY

We needed to reframe the younger Gen X cohort’s perception that colonoscopies were “for old people” in a positive way, while building awareness of the new CDC guidelines that included them for the first time. As a tangible goal, we set out to increase the number of colonoscopy appointments through Texas Colon & Rectal Specialists. If we increased awareness of the new CDC guidelines, as well as inspiring our target to schedule a colonoscopy through Texas Colon & Rectal Specialists, we could help fight colorectal cancer and grow the client’s practice.

THE CAMPAIGN

The new recommendation to get a first colonoscopy at age 45 gave our target a new milestone in their lives, one we wanted to ensure they viewed as perhaps one of the most important in that it could save their life. Connecting nostalgic milestones from ages past — like getting their driver’s license at 16 or studying for exams at 20 — to a new milestone for them at age 45 helped them identify that “it’s time” for them to get a colonoscopy. Launched during March’s Colon Cancer Awareness Month, the campaign consisted of banner ads, paid social, and paid search, and drove to a landing page with more information as well as a way to request an appointment.

THE RESULTS

The campaign exceeded its total impression goal of 6.12M by roughly 3.75M impressions of added value. Display ads delivered 3M over the channel impression goal. Overall, the campaign drove 26.31K clicks to the client’s website, with paid search clicks reaching 11.8K more than the 6.3K goal, providing cost efficiencies. LOOMIS not only made a good first impression but a positive business impact on the first project for this division of Texas Oncology.

Texas Oncology - Milestones

a new age of awareness

THE ASK

THE INSIGHT

THE OPPORTUNITY

THE CAMPAIGN

THE RESULTS

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