Cologuard
Managed day-to-day DTC creative for Cologuard (Exact Sciences and Pfizer), colon cancer screening. Work included TV, social media, the rebrand of Cologuard.com, digital videos, in-office materials, and development of the Cologuard brand and voice.
How-To Video
Created an engaging video to ensure patients understood the ease of using Cologuard:
Wrote video
Oversaw post-production, voice-over, and editing
Managed translation into Spanish
Watch the video now >
Role: Associate Creative Director / Writer
“Big Dog, Little Dog” & “Lunch Bunch” TV Spots
Part of the evolution of the brand was to allow Lil CG to interact with people. These new campaign spots brought this to life.
Role: Associate Creative Director / Writer
Screen At Home “Anthem” TV Spot
In March of 2020, the pandemic shut down medical visits for people around the globe. But Cologuard had just implemented a telehealth initiative to support screening for colon cancer without a physical visit to a doctor’s office. This spot was part of our campaign to let everyone know about this opportunity. All campaign assets drove to a landing page that we developed. This content eventually moved over to the new website and currently lives here.
Role: Associate Creative Director / Writer
Digital Videos
The task was to create digital videos that drove traffic without shooting. We answered this ask by creating an engaging visual language in a style that was uniquely Cologuard while being entertaining. In keeping with best practices, the key message is communicated within the first 3 seconds of the video.
The initial campaign ran 3 videos targeting, efficacy, affordability, and convenience (show above)— three of the brand pillars. Based on the success of the initial campaign, the client increased our scope. In the end, we developed 6 videos with the same look and feel over a period of a year.
Role: Associate Creative Director / Writer
Cologuard Website Rebrand
We updated the website’s look and feel and messaging to align with the new brand style that we created. We streamlined the content, ensuring that important information was easy to access and communicated with clear and compassionate language. We implemented UX best practices like a sticky nav and clear calls to action.
Role: Associate Creative Director / Content Strategist / Lead Writer
CRM Emails
Colon cancer screening is something that needs to be done periodically. But the cadence between screenings is years apart. This CRM program was designed to ensure users and prospects are armed with relevant information when they need it.
The program targeted messaging based on predicted colon cancer screening compliance, designating users into 9 buckets.
While colon cancer screening is a serious topic, in the spirit of the Cologuard brand voice, messaging was communicated with a touch of charm and warmth whenever possible.
Role: Associate Creative Director / Content Strategist/ Writer