Case Study: Exact Sciences grows Cologuard awareness and revenue with Norbella

Exact Sciences scales Cologuard to $80M+ with Norbella

Exact Sciences, the developer of the Cologuard colon cancer screening test, faced the challenge of educating and creating awareness among two distinct audiences: healthcare professionals and consumers. To address this, they partnered with the vendor Norbella to launch a comprehensive campaign for both groups.

Norbella implemented a multi-faceted strategy, beginning with an unbranded message and evolving into a full campaign across television, digital, and custom content upon FDA approval. The solution included high-profile partnerships and targeted media plans for both consumer and professional audiences. The results were significant, with Norbella helping scale the campaign budget from $3 million to over $80 million in four years. This effort drove tremendous growth, generating $99 million in revenue and 250,000 completed tests in the first year of national television, culminating in a 71% year-over-year revenue increase by the campaign's fourth year.

Exact Sciences