Case Study: Hologic achieves mass consumer awareness and patient-driven demand for Genius 3D Mammography with Brand Networks

Hologic Empowers Patients to Demand Early Detection

Hologic, a global leader in medical imaging and diagnostics, partnered with Brand Networks to raise patient awareness of the Genius 3D MAMMOGRAPHY exam and accelerate insurer coverage and clinical adoption. Although the exam is FDA‑recognized as clinically superior to traditional mammography, many insurers still didn’t cover it—so Hologic aimed to drive consumer advocacy to influence physicians and payers.

Brand Networks executed a three‑phase Facebook campaign: Smart Content testing to select the “#CoverThese” creative, ads directing users to a web app that enabled posting demands to insurance company Pages, and retargeted “Reminder” and “Thank You” ads to boost conversions and sentiment. In three months the effort produced 13.6M impressions, 250K+ engagements, nearly 60K link clicks, 6,081 conversions (posts to insurer Pages) and up to 3× the target click‑through rate, with the highest engagement on retargeting ads.

Hologic

Dmitriy Kuzin

Director, Integrated Brand Marketing