Breaking Barriers: Elevating Bowel Cancer Screening
CLIENT
Clinical Genomics
INDUSTRY
Health
SERVICES
Research, strategy, branding, marketing collateral, website, sales materials
The challenge
Bowel cancer ranks among the deadliest cancers, yet screening rates lag behind breast and prostate programs. Clinical Genomics set out to increase early detection by engaging GPs, pharmacists, and the public. The key obstacle was limited awareness in a confused and cluttered market for the 50‑plus demographic, overshadowed by competing health campaigns.
Discovery
Surveys revealed that healthcare professionals lacked tailored resources, and potential patients found the home‑based kit confusing. Meanwhile, corporate partners were keen to champion bowel screening if provided with straightforward messaging and practical testing options. A comprehensive strategic overhaul was clearly needed to unify all stakeholders.
Design
With input from doctors, pharmacists, and corporate allies, Spinifex collaborated with Clinical Genomics and Palin Communications to develop a modern marketing framework. A new brand was developed to reduce the confusion and clutter. Digital campaigns complemented fresh brochures, interactive training modules, and patient‑friendly instructions. The new approach focused on clear calls to action, consistent branding, and simple testing steps.
Delivery
Pilot programs were rolled out, aligning with pharmacy groups and targeted GP networks. They offered turnkey training sessions, patient reminders, and marketing materials. Corporate collaborations included wellness fairs and educational sessions, ensuring employees understood the critical nature of regular testing for timely early detection.
Results
This multi‑pronged effort not only expanded Clinical Genomics’ market presence but also helped bridge the awareness gap, bringing bowel cancer screening one step closer to the prominence it deserves