Getting Out of the Rough: How JPA Health Created a Celebrity Miniseries About Biomarker Testing
JPA Health created an unbranded patient education initiative with a leading biopharmaceutical company to drive conversations between patients and oncologists about lung cancer biomarker testing.
The Impact
337%
increase in
monthly medical
oncology patient
visits
301K
campaign
website
visitors
2.4M
video
completions
The Challenge
Up to 25% of patients diagnosed with lung cancer have an EGFR+ mutation, but most did not receive the necessary biomarker testing to open the door to targeted treatment options.
Our Approach
We created Getting Out of the Rough, a campaign to educate patients about the importance of comprehensive biomarker testing in lung cancer. The campaign tapped into the power of celebrity influence to drive conversations about biomarker testing in the doctor’s office.
The Solution
JPA Health created a six-episode miniseries housed on a dynamic campaign website, featuring professional golfer Jason Day. With Jason leading the charge, the campaign featured a star-studded lineup, including Julie Bowen and Bellamy Young, who contributed a unique perspective through their personal connections to lung cancer. The campaign launched with a supporting multi-channel campaign, generating awareness online via paid traffic ads across all channels, and messages amplified on celebrity platforms.
