A 60% uplift in bookings Y/Y, 25% increase in page views
TV AND OOH
Molemap is Australia’s leading melanoma detection, diagnosis and surveillance service. Led by a team of dermatologists and melanographers, they are experts at detecting and diagnosing early stage melanoma – when it’s most treatable.
In a country with rampant rates of skin cancer, many Australians lacked awareness on the importance of skin cancer checks and what digital dermascopy entails.
In a country with rampant rates of skin cancer, many Australians lack awareness on the importance of skin cancer checks and what digital dermascopy entails.
Molemap’s position had always been focused on detection. In our research, we realised that in order to build awareness we needed to cut through the market’s noise. Honing in on a segment with messaging only touching on detection, we targeted our communications to those considered high-risk.
We created an omnichannel, agile digital marketing plan that worked to grow the brand/term Molemap so that we could own the detection space.
“Spot the Spot” Campaign
We also created an ongoing paid acquisition strategy in order to increase bookings. This saw ownership of the terms “skin cancer check”, “melanoma check”, and so on. UX, SEO, and web improvements increased pages per session by 25%, while our content strategy supplemented socials helped drive organic traffic and improved the quality of sessions coming onto the website.
Promotional and paid media campaigns helped combat the winter drop and saw consistent activity and bookings during the colder months. CEO, Andrew Maslin, noted a 30% increase in overall bookings in 12 months.