Breast Cancer Screening Initiative
About The Project
The “marketing” for an Arkansas based public health initiative promoting breast cancer screening to underserved populations had stalled. Over a three-year period, enrollment in the program had grown very little and total enrollment was a small fraction of the target audience.
ComGroup was retained to review the program and make new recommendations. Step one was to research the target audience and determine both the barriers and opportunities contained in the program. Based on those findings, our firm recommended a completely new approach to the program based on a four-tiered strategy.
1. Reach – the densest populations of our target audience were identified geographically. Their media usage was analyzed. And an integrated media, public relations and event strategy was developed.
2. Teach – Key points discovered in the research were used to develop educational messages that helped inform women of the issue, the services offered in the program (including a free mammogram) the importance of early detection and where and how to enroll in the program to receive support.
3. Engage – a series of public events including mobile mammography were developed to bring the initiative to the community level.
4. Report – Enrollment increased by over 30% within the first sixty days of the program based on a budget that was nearly ½ of expenditures over the previous 3 years.