Sectors
Capabilities
Specialisms
Hologic is a pioneer in population screening innovation. With its latest digital diagnostic technology for cervical screening still at pilot stage, we needed to excite healthcare professionals and government stakeholders early about its transformative potential. The aim: spark awareness and advocacy to garner support for its broader adoption in the healthcare service.
We used Cervical Cancer Prevention Week as a strategic hook to generate early interest and secured buy-in from Monklands Hospital Trust, the pilot site, alongside a cervical cancer patient and the CEO of Jo’s Trust, the UK’s leading cervical cancer charity to shape a compelling narrative.
This enabled us to build a trusted, multi-voiced media package grounded in both early results and real patient experience. To build political momentum, we widened outreach beyond Monklands and began briefing a broader pool of MPs across regions. We created tailored roadmaps showing how digital cytology could benefit their local screening efforts, transforming interest into advocacy.
The campaign didn’t just generate awareness, it created political, media and public momentum ahead of launch:
Together, these actions laid the foundations for national advocacy and established Hologic as a pioneer in harnessing the power of AI to transform the efficiency of cervical screening services.
See all