No One Missed: How JPA Health Made Biomarker Testing in Lung Cancer the Norm
The multi-year No One Missed campaign drove broad awareness of the importance of comprehensive biomarker testing in non-small cell lung cancer (NSCLC).
The Impact
50M total
impressions,
double
the launch goal
>1,000
national and
local media
hits
700K
potential
audience
reached
The Challenge
More than 235,000 Americans are diagnosed with lung cancer each year, but only a fraction of those received comprehensive biomarker testing to help them receive the best possible treatment. This disparity is especially marked among seniors, African Americans, Hispanic Americans and people with lower socioeconomic status.
Our Approach
With LUNGevity Foundation and dozens of industry and non-profit partners, JPA Health created the No One Missed campaign to enhance public awareness of comprehensive biomarker testing so that lung cancer patients knew to ask about testing at diagnosis, when critical treatment decisions are made. Seniors, African Americans, Hispanic Americans and people with lower socioeconomic status were given special attention to ensure the No One Missed campaign lived up to its name. A health literacy partner helped ensure core materials were readable and accessible to diverse audiences.
The Solution
JPA facilitated a strategic planning session with key advocacy leaders to steer the campaign’s core strategic objectives, messaging, tactics and timeline. In its first year, the campaign successfully collaborated with more than 30 partners across the pharma industry, patient advocacy groups and professional societies. In its second year, we focused on increasing inclusion of underserved populations by launching a public service announcement aimed at reaching these audiences in the U.S. and sought to build partnerships across Europe to increase reach. The campaign has continued to evolve with the unmet need, driving results to create lasting change.
