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Approximately 8 million Americans are at high risk for lung cancer. Thanks to an innovative low-dose CT scan screening, early detection of lung cancer is now possible. However, despite the life-changing detection solution, many former smokers aren’t aware of it. The American Lung Association and Ad Council partnered with Ogury to identify and inform former smokers of this innovative technology.
Challenge
Lung cancer is the leading cause of cancer-related death in America, but now there’s hope through early detection. An innovative low-dose CT scan screening can be used to detect lung cancer in the first stages, when it is more likely to be curable. If lung cancer is caught before it spreads, the likelihood of surviving 5 years or more improves to 55%. This life-changing detection solution has the potential to save 25,000 lives, and the American Lung Association and Ad Council have been challenged with identifying and informing former smokers of this technology.
Solution
To reach former smokers with information about this life-changing early detection technology, the American Lung Association and the Ad Council chose to partner with Ogury due to Ogury’s advanced insight into the patient’s mobile user behavior. Ogury leveraged its unique, reliable mobile user and behavior data to help Ad Council build a strategic ‘Saved By The Scan’ campaign. Ogury’s technology uncovered unique insights and affinities of mobile users based on their mobile web and app usage, which included active research of treatment options, symptoms and cancer communities. Ogury’s Data Generation Engine scaled the campaign reach by automatically adding and removing certain criteria based on its performance, continuously learning and refining potential patient profiles. Once these profiles were identified, Ogury optimized the campaign toward driving site visits and scan eligibility quiz completions, by reaching users with high-quality 100% viewable display and video creative.
Results
This campaign surpassed expectations, with Ogury driving nearly 29.6K mobile display site sessions, which was the greatest number of sessions from any partner on the campaign. Ogury achieved a CTR of 8% which met Ad Council’s goal, and a VCR of 85%, which was nearly 15% above benchmark. During the partnership, over 1.5K visitors driven by Ogury achieved the campaign’s primary goal of completing the screening eligibility quiz, with 23% of those users being categorized as ‘high-risk respondents’. Comparatively, Ogury drove the greatest number of quiz completions within the Ad Council’s display partnerships, and ranked within the top 5 for conversion rate at 5%.
Consumers are using their phones more than ever before, so it’s imperative to reach them where they are. Ogury’s support of the Saved By The Scan campaign did just that, raising awareness for Lung Cancer screening and driving the most Risk Assessment quiz completions we’ve seen to date.
Mikaela James
Assistant Media Manager, The Ad Council
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