Breast awareness campaigns are in full swing for October 2014. To ensure a successful execution, planning needs to begin months in advance. As with other healthcare marketing campaigns it should have a strong digital input to drive engagement. We have summarised our top 10 tips to help you run a successful breast awareness campaign.
10 tips to achieve a successful breast awareness campaign
1. Set objectives – produce a campaign brief that summarises the importance of breast awareness; do you want to encourage more to attend breast screening, educate the hidden signs of breast cancer etc. and consider how you will reach your online and offline audiences.
2. Plan campaign – write a detailed activity schedule; if you have run a similar campaign in the past, build in what you learned from before, what you would do differently pre-awareness, awareness and follow up of the campaign.
3. Messaging – agree core messages, for example, wear it pink; how you can prevent breast cancer; how women can self-examine; statistics such as it’s the most common cancer for women and 50,000 are diagnosed with it each year.
4. Gain commitment – identify the key people/stakeholders who can support the campaign, women’s charities, businesses with a large number of female employees, breast screening services in hospitals which can promote to over 40a and those with a family history.
5. Secure resources – if you are a charity you will need to rely on volunteer resources to execute the campaign, encourage financial support from donations; so make the most of opportunities to ‘piggy back’ on national dates and pre-booked local activities.
6. Engagement channels – carefully select appropriate online (social media, blogs, website) and offline channels (cancer screening leaflets, posters, events) that can be seamlessly integrated to achieve your objectives to engage those most at risk and encourage a change in behaviour to take action.
7. Campaign toolkit – collate a cohesive kit to execute the campaign, leaflets and downloads, Q&As, promote dates for drop in services for practical and medical advice, emailing audiences at risk, educating GPs; above all allow time and resources for full production.
8. Implementation/delivery – split these into three phases; pre-awareness to drip feed messages before 1 October; push messages and engage two-way conversations throughout October; and post campaign follow-up success stories and goals achieved.
9. Campaign evaluation – report on the targets you set out to achieve such a, money raised, increased screenings, response to emails to want to find out more, number of downloads from a website, how many people wore pink, ribbons sold, news coverage achieved.
10. Review – it’s critical to audit the success of the campaign – aim to capture feedback and build a contact database for future campaigns with the aim of refining the tactical actions for the year ahead not just in the month of October.
These useful steps should help you plan a successful breast awareness campaign that aligns with your overall healthcare brand strategy and integrates across your marketing channels. Share your marketing campaign thoughts below or on Twitter.