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Myeloma ‘Red Flags’ education

Client 

GenesisCare

Industry 

Oncology clinics

Category

Digital content marketing

The Task

According to Blood Cancer UK, over a quarter of blood cancer cases are only diagnosed after emergency admission. Haematological, along with head and neck cancers are difficult to diagnose in primary care.

 

To help GPs identify and refer symptomatic patients earlier, cancer care provider, GenesisCare launched a Rapid Access Haematology service and Head and Neck clinics. Wallace was asked to support with a digital content and marketing campaign. 

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Work

We supported with a content campaign directed at GPs. It focused on ‘Red Flags’, using content from NICE guidelines and creating educational-style content. It included;

  • GP and patient-facing landing pages for each clinic

  • Condition pages for leukaemia, lymphoma, Hodgkin’s lymphoma, non-Hodgkin’s lymphoma, myeloma and myeloproliferative disorders, as well as eight head and neck cancers

  • A series of patient case studies

  • A website blog for referring clinicians

 

To increase traffic to the client site, a ‘Red flags in primary care’ educational blog was published on leading third-party platform, GPOnline. This was promoted via a GP outreach email campaign.

Result

The campaign achieved exceptional open rates (33%) and CTR (47%), compared with other educational campaigns (17% and 14%).

 

GPOnline also achieved excellent engagement (5,000+ views), with the blog topic ranking 4th on SERPs throughout the one-month campaign.  

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