CLIENT
Exact Sciences
Kristen Weiler, VP, Marketing
Leigh Myers, Sr. Director, Consumer Marketing
Lisa Klueppel, Associate Director, Digital & Social Engagement
Pat Setji, General Manager, Screening Business
Kevin Conroy, CEO, President, and Chairman of the Board
Taylor Kohlmann, Consumer Marketing Manager
Ric Cederholm, Senior IT Program Manager
Wendy Gordon, Senior Application Analyst
AGENCY
FCB Health New York, An FCB Health Network Company *Lead Agency
Dana Maiman, Chief Executive Officer
Bill Yorio, EVP, Executive Director
Jenner Sullivan, SVP, Group Management Director
Ryan Amos, SVP, Strategic Planning Director
Kathleen Nanda, Chief Creative Officer
Laura Mizrahi, EVP, Executive Creative Director
Bob Adsit, SVP, Creative Director
Marissa Kraft, Creative Director
James Mills, VP, Associate Creative Director
Anna Burns, Group Art Supervisor
Jacqueline Boody, Senior Copywriter
Maria Tsihlis, Senior Art Director
Kyle Maron, Sr. Engagement Planner
Rubina Hadrigan, SVP, Business Affairs
Thomas Kettells, Senior Producer
Dana Greengross, SVP, Broadcast Production
Jillian Ciferri, Senior Producer
Denise Cook, VP, Account Director
Gillian DeRario, Account Director
Kelly Vivian, Senior Account Executive
Marsha Chandy, Associate Creative Director
Frank Devlin, Producer
Krysten Donofrio, Integrated Production Supervisor
Cara Lane, VP, Social Media Strategy Director
Hannah Garcia, Associate Director, Social Media Strategy
Amanda Ardelean, Senior Integrated Producer
StudioRx
Hooligan NY
BBB Creative
Catch & Release
SUMMARY
A change in medical guidelines suddenly made ~19M adults aged 45-49 eligible to screen for colon cancer. Cologuard is a noninvasive option that many younger adults prefer over colonoscopy, but most had no urgency to ask about it because they were unaware screening was recommended at their age. A multichannel advertising blitz launched to inform 45-49-year-olds of the big news: they should get screened, and the good news: Cologuard is an option for them. Cologuard orders for adults 45-49 accelerated, with dramatic growth in average weekly order volume.