“One message leaders at The Breast Center at Montefiore Nyack Hospital wanted to convey to consumers is that breast cancer is not the dire diagnosis it once was,” says Maria Regan, VP,Director of Content Strategy at Wainscot. “It was important to the physicians that the microsite and the automated email content that’s part of this lead-generation program carry a hopeful, upbeat message supported by the most current research.”
As a result, the program goes beyond generating and nurturing leads to offer benefits for consumers. In addition to building trust by introducing providers and highlighting their specialized expertise, the site empowers women by offering in-depth information about breast cancer screening, diagnosis and treatment. Patient testimonials on the site inspire women to take charge of their breast health, whether that means making an appointment for a screening mammogram, finding out if their family or personal history makes them eligible for genetic testing, or getting a second. opinion regarding their treatment options.
Of course, for a lead-generation program to work, it has to engage the target audience. “From a design perspective,” says Regan, “the client wanted to avoid ‘breast cancer pink,’which has become so ubiquitous. We agreed that was the right call, so our team developed a color palette that, although soft, inviting and uplifting, is more sophisticated. We also carefully selected positive images featuring a diverse population, and crafted content with a tone that conveys expertise as well as hope, warmth and caring.”
The DHA is national competition that, for 23 years, has been recognizing high-quality digital health resources for consumers and health professionals. When evaluating digital programs, DHA judges look at many factors, including: credibility, currency and clarity of information; user experience; degree of benefit both to individuals and overall public health; design; and ability to elicit user action. This is the fourth Gold or Silver DHA honor Wainscot has been awarded in the past three years.
“When your team works long and hard on a creative project, being recognized by fellow healthcare marketers on a national level is very meaningful,” says Regan. “We look forward to continuing to produce high-performing projects for all our existing and future clients.”
Click here to learn more about our winning microsite and accompanying lead-generation program.