Client Challenge

Every year, Roche participates in Cervical Health Awareness Month, a month-long campaign dedicated to raising awareness around how women can protect themselves from human papillomavirus (HPV) and cervical cancer. Roche came to us looking to increase reach and engagement of their Cervical Health Awareness Month campaign, “My Health, My Future.”

Client

Roche Molecular Diagnostics

Services used

Digital Marketing

Their goals included:

  • Raising awareness around and educating young women about HPV and cervical cancer
  • Reaching a millennial, female audience with information that would reduce stigma around HPV and encourage community-building and dialogue
  • Increasing employee participation at on-site events
  • Empowering affiliates to use campaign collateral on their own channels

Solutions

Education and Awareness
To raise awareness and educate young women about HPV and cervical cancer prevention, we leveraged digital channels including Roche’s website and social media channels. Our team designed a landing page to promote the “My Health, My Future” campaign and serve up educational resources, including an interactive quiz dispelling common myths about HPV and a 30-day challenge card encouraging women to take action to protect their cervical health.

In addition to the landing page and accompanying assets, we created an editorial calendar and library of social media content and visual assets promoting “My Health, My Future” and ways to get involved during Cervical Health Awareness Month–all targeted at a millennial, female audience.

Employee Engagement
To extend the campaign to the Roche and affiliate offices, we designed TV displays and a photowall backdrop–engaging tactics that promoted employee learning and enveloped internal teams into the conversation about cervical health.

Affiliate Communication Plan
The Vodori Digital Consulting team also devised a plan to empower Roche’s international affiliates to promote Cervical Health Awareness Month through their own channels. We organized a shared Google Drive folder, created an asset reference guide, and drafted a communication with clear instructions on how best to use and access the campaign materials.

Results

During the 30-day campaign period, we achieved the following results:

  • Campaign landing page accounted for 55% of all patient website visits during Cervical Health Awareness Month
  • Over 1,900 users engaged with the interactive HPV quiz, with a completion rate of 71%
  • Facebook posts averaged a 22% engagement rate, a significant improvement compared to an average of  4% the previous year
  • For the first time ever, Roche’s Facebook posts successfully reached a female millennial audience
  • Affiliate usage of campaign assets improved compared to previous years
vodori roche cervical health landing page
vodori roche cervical health challenge card
vodori roche cervical health social media

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