We Deserve All the Facts at the Point of Care
In 2017, the American Lung Association’s LUNG FORCE initiative partnered with Ad Council to launch an awareness campaign around a new lung cancer screening to help the early detection of a cancer that continues to hit our country hard. They launched a recognizable campaign across a variety of out-of-home placements, like bus stops, newsstands, and subway/train ads, as well as digital placements on relevant websites and social channels.
This broad awareness is important and impactful, but what if patients and providers could learn about this new low-dose CT scan for lung cancer at the moment when their health is top of mind…like at the point of care?
Outcome Health exists at the point of care to deliver relevant content to patients, caregivers and healthcare professionals at the most critical moments of the healthcare journey. Historically, our glacial time waiting at the doctor’s office (in the waiting room and the exam room) for a periodic visit was spent perusing magazines, watching local TV with irrelevant programming, scrolling through social media, or staring at the ceiling counting the minutes. Even when you finally did see your physician, their time was so limited and the exchange felt scripted and impersonal. With a digital point of care platform like Outcome Health, every room in the doctor’s office serves as a touch point for education, so that you’re making use of that “wasted” time and you and your caregiver know the questions to ask and the conversations to have about your health.
When one’s health is top of mind, can’t it be argued that the message should be bigger than “This will save your life”, especially when that message is being displayed at the point of care? Tailored, custom content that fits its platform has a history of being more effective. Our O/Studio creative team saw an opportunity to tailor the “Saved By the Scan” creative to our exam room wallboard.
Our audience at the point of care is already thinking about their health, so they deserve to know the facts, like if all high-risk patients were screened, then 25,000 lives could be saved, or if this disease is caught before it spreads the likelihood of surviving 5 years or more improves to 56%.
The ability to reach patients and caregivers with this kind of messaging is huge, as is the impact this content can have on doctors. They too are patients. My mother was a pediatrician in Chicago for over 25 years, yet she wasn’t up to speed on the latest cancer screening guidelines outside of her specialty. After a lot of convincing from family members and myself, my mother finally decided to get a breast cancer screening and discovered two tumors that were progressing at different stages. She sought treatment and thankfully her cancer is in remission, but this was a perfect example of how critical messaging at the point of care truly is. Had she received tailored and specific messaging about her options and screening guidelines, her cancer could have been preventable. At the end of the day, we are all patients and caregivers, so it’s critical that we know the facts and have access to information, especially at the point of care.
November is National Lung Cancer Awareness Month. We are proud to deliver this campaign by the Ad Council and American Lung Association to physician offices across the country.
FYI We’re hiring! Check out our Careers page and message me if any of our open roles are of interest: http://www.outcomehealth.com/careers/
