The nation’s leading gastroenterology network, was marketing practice-by-practice with no unifying voice or shared strategy. With updated screening guidelines now recommending colonoscopies starting at age 45, they needed one campaign that could work across nine markets simultaneously — breaking through the stigma of a topic people actively avoid and converting awareness into booked appointments.
Colonoscopies aren't exactly dinner conversation. We made them impossible to scroll past — across nine markets, 2,500+ leads, and an industry award to prove it.
The Challenge
Solution
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We built one bold creative platform, engineered for local precision:
- Developed the “Drama You Don’t Need” campaign theme — using age-appropriate pop-culture references to reframe colorectal screening as relatable, even entertaining, rather than uncomfortable
- Deployed across Meta (Facebook, Instagram, Messenger) — the highest-penetration platforms for the 45+ target audience across all nine markets
- Produced and continuously A/B tested video and static assets across all placements, actively managing creative fatigue to maintain performance throughout the campaign
- Built individual market-level landing pages routing traffic directly to corresponding local GI Alliance practices — enabling cleaner attribution, sharper optimization, and practice-level reporting
Results
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Metric
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Result
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|---|---|
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Patient Leads Generated
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2,500+
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Cost Per Lead vs. Prior Efforts
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-85%
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Industry Recognition
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ACG Scopy Award — Most Far-Reaching & Impactful Initiative
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"We didn't just run ads — we changed how an entire network shows up in the market, unified their voice, and made a stigmatized health topic something people actually engaged with."
Have a difficult health message that needs to move people to act? That’s our specialty.
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