The WISDOM Study
Transforming Cultural Norms Around Breast Health
Partnership with The WISDOM Study at UCSF to empower a new generation of women to take control of their breast health.
Improving the Standard of Care
The WISDOM Study is shaking up the status quo in breast screening. Led by the University of California San Francisco’s Dr. Laura Esserman, this groundbreaking initiative is moving away from the outdated “one-size-fits-all” approach to embrace personalized screening and prevention. Over the past seven years, over 50,000 women aged 40 and above have participated. Now, The WISDOM Study is venturing into new territory—reaching out to women aged 30-39 and increasing outreach to women of color.
Our Approach
Inspiration
Dive deep into the organization’s context and identify untapped opportunities.
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Strategy
Craft targeted marketing recommendations to engage a new audience.
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Creative
Develop a robust campaign platform and produce essential assets.
The Campaign
To connect with our audience—proactive, health-conscious millennial women—we refined the positioning, simplified the messaging, and built an engaging creative platform around four key themes:
Prevention
Stressing the importance of early detection and preventive measures.
Empowerment
Encouraging women to take charge of their health decisions.
Personalization
Highlighting the benefits of customized screening based on individual risk profiles.
Advocacy
Positioning participants as champions for a new era of breast health.
The Creative Platform
Audience Research & Insights
Campaign Platform Branding & Visual Identity System
Social, Search and Display Ads
Website
Email
Linear Awareness Tracker
Performance
Our multi-channel campaign—spanning social media, search, display, and email—delivered outstanding results, particularly among racial minorities often overlooked in health campaigns.
$2.90
Cost-Per-Click (CPC)
Campaign performance was efficient and achieved a CPC of $3.03, highlighting the precision of our targeted approach.
$10.47
Cost-Per-Enrollment (CPE)
Reduced the cost-per-enrollment to $10.47, which is 86% more cost-efficient than industry benchmark [Journal of Clinical and Translational Science, 2023]
0.48%
Click-through Rate (CTR)
Overall CTR has increased by 3x. This is well above the industry benchmark of 0.13%.