Hologic has been a pioneer in population screening technology, and its latest innovation of cervical screening digital diagnostics is no exception. Still at pilot stage as a new technology and amid the backdrop of Covid-19, we needed to excite healthcare providers and government about its potential to transform cervical cancer screening ahead of launch.
To capture attention, we focused on the life-saving potential of the technology, combining the data from promising early results with the emotional perspectives of cervical cancer patients.
Working with Monklands Hospital Trust in Scotland, the hospital piloting the technology, a patient who could speak to her experience of having cervical cancer and the CEO of Jo’s Trust, the UK’s leading cervical cancer charity, we developed a compelling story and media package.
We secured a TV and radio broadcast exclusive with BBC Scotland, resulting in dedicated feature on Reporting Scotland profiling the technology, and over 100 pieces of coverage in national, trade and regional press reaching an audience of nearly 12 million.
Leveraging the media secured, we shared a summary of the trial with MPs and Members of Scottish Parliament local to Monklands Hospital Trust. We secured a meeting with a local MP, and worked with Monkland’s constituency MP, Dr Lisa Cameron, to table an Early Day Motion, highlighting the trial and the pioneering use of digital cytology. The Motion received cross-party support from 11 MPs. We have also highlighted the work of the trial in meetings with six other MPs.