Hologic Multicultural Healthcare Influencer Marketing

Introduction:

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Hologic, a leading medical technology company, set the goal of raising awareness about the impact of systemic racism on breast cancer screening outcomes for women of color. Hologic wanted to reach BIPOC communities through diverse medical professional voices on social media.

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Challenges:

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Healthcare is a complex industry with strict regulations and compliance requirements, making it a challenging sector to execute influencer campaigns. Additionally, finding a small, niche group of diverse and trusted medical professionals with a large social media following who would be willing to participate in the campaign was a challenge.

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Solution:

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Blue Polo's team of experts identified and activated 50 multicultural healthcare influencers who were trusted, diverse, and had a large social media following. Our team worked closely with Hologic to navigate legal review and compliance enforcement, ensuring that the influencer posts were compliant with industry regulations.

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Execution:

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The influencer campaign was executed over the course of several weeks, with influencers posting about the impact of systemic racism on breast cancer screening outcomes for women of color. Influencers generated 75 posts and stories, delivering over 325,000 native views and 1,700 clicks.

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Results:

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The campaign was a success, generating significant engagement and raising awareness about the impact of systemic racism on breast cancer screening outcomes for women of color. The influencer posts were well-received by the target audience and helped to drive traffic to Hologic's website and resources. The diverse medical professional voices also added credibility and trust to the campaign, helping to reach and engage with BIPOC communities.

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Conclusion:

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Despite the challenges posed by the healthcare industry, Blue Polo's team successfully identified and activated 50 multicultural healthcare influencers to raise awareness about the impact of systemic racism on breast cancer screening outcomes for women of color for Hologic. The influencer campaign generated significant engagement and helped to reach and engage with BIPOC communities, delivering positive results for the client.

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