SOURCE: Brand Networks, Inc.

Brand Networks, Inc.

March 15, 2016 09:00 ET

Brand Networks and Hologic Use Facebook to Mobilize Healthcare Advocates

Company Creates Facebook Social Advocacy Campaign to Raise Awareness of Life-Saving Mammography Technology, Petition Insurance Providers for Coverage

BOSTON, MA--(Marketwired - Mar 15, 2016) - Brand Networks, the leading provider of cross-platform, relevance-driven native social advertising and content marketing, today announced a partnership with Hologic, a leading diagnostic and medical imaging systems manufacturer. With Brand Networks, Hologic turned Facebook users into healthcare advocates, raising awareness of Hologic's Genius™ 3D MAMMOGRAPHY™ exam, and encouraging users to petition insurance providers to cover the costs of this life-saving, 3D™ breast cancer screening. As a result, Hologic saw over 13 million impressions and more than 300,000 link clinks and ad engagements. In addition, over 6,000 Facebook users posted messages to insurance company Pages petitioning for coverage of the Genius™ 3D MAMMOGRAPHY™ exam.

Hologic's Genius™ 3D MAMMOGRAPHY™ exam is the first breast tomosynthesis exam approved by the FDA as clinically superior to traditional mammography, detecting 41 percent more invasive breast cancers than 2D mammograms. Despite hundreds of successful clinical trials, many insurance companies had yet to introduce coverage for these 3D™ breast exams. Hologic teamed up with Brand Networks to help communicate the value of 3D™ screenings to consumers, and increase coverage and adoption among physicians and insurance companies. The resulting campaign leveraged Brand Networks' Smart Content technology to test and evaluate the most effective ad creative. Ultimately, a concept called "#CoverThese," which incorporated scroll-stopping images and relatable content, was statistically proven to perform best. The campaign drove Facebook users to a custom-built web app that allowed them to post demands for coverage of 3D MAMMOGRAPHY™ exams on the Facebook pages of leading insurance companies.

"Facebook has come into its own as a platform for social advocacy over the past few years," said Jamie Tedford, founder and CEO of Brand Networks. "From the ALS Ice Bucket Challenge to the #LikeAGirl campaign, brands understand they can reach a massive, motivated group of supporters on social media. Hologic had a natural opening here -- an opportunity to simultaneously raise awareness while also encouraging users to take action by posting content directly on insurance providers' Pages petitioning for coverage."

Healthcare is very personal, and Hologic wanted to convey that personalized feeling in its ad creative and distribution strategy throughout this campaign. To do so, the team at Brand Networks incorporated real voices and stories into the ad creative, and distributed special follow-up ads to users based on their interaction with the original ad content. Those who clicked on the ads without following through to post on an insurance company Page were retargeted with special "Reminder" ads to voice their concerns to providers, and those who did post on Pages were retargeted with "Thank You" ads letting them know they were an important part of the movement. This retargeting technique boosted positive sentiment around the campaign, word-of-mouth awareness, and conversions. Ultimately, those "Reminder" and "Thank You" ads saw the highest engagement rates, indicating that participants felt acknowledged and appreciated for their involvement in the fight against breast cancer.

"This isn't just an advertising campaign, it's a movement," said Dmitriy Kuzin, Director of Integrated Brand Marketing, Hologic. "Our mission went beyond selling screenings. This patient-awareness campaign is helping Hologic move the whole healthcare industry forward with coverage and adoption of the most innovative, life-saving screening technologies out there."

Brand Networks is one of the few companies in the world formally recognized as a Facebook Marketing Partner, early Instagram Marketing Partner, Pinterest Marketing Developer Partner, LinkedIn Sponsored Updates and Custom Apps partner, and Twitter Ads API Developer. The Brand Networks Platform powers more than $500 million in social advertising spend for more than 650 of the world's best known brands and agencies, such as Interpublic Group, WPP, American Express, AT&T, ABInBev, Discover, Yahoo!, and Unilever.

To learn more about the Hologic/Brand Networks story and see examples of the campaign elements, download the case study here: (

Hologic, 3D, 3D Mammography, Dimensions, Genius and Selenia are trademarks of Hologic, Inc.
Genius™ 3D MAMMOGRAPHY™ exams are available only on the Hologic Selenia® Dimensions® system.
Please consult your physician for a full list of benefits and risks associated with mammography.

About Brand Networks
Founded in 2006, Brand Networks delivers relevance-driven native social advertising and content marketing to 650 enterprise customers, including half of the Fortune 100 and 17 of AdAge's 25 Most Advertised Brands. The Brand Networks Platform is the world's first cross-platform social marketing software with a relevance engine at its core, designed to help marketers achieve the highest possible levels of effectiveness and efficiency across paid, earned, and owned channels, at every stage of the social marketing process. Brand Networks is headquartered in Boston with offices in San Francisco, New York City, Rochester, Los Angeles, Chicago, London, Sydney, and Mexico City. For more information, please visit