STI Integrated Campaign

Sexually transmitted infections remain a widespread and under diagnosed public health issue, affecting roughly one in five Americans and posing serious long-term health risks when left untreated. Yet stigma, discomfort, and logistical barriers often prevent patients from seeking testing, while providers may hesitate to initiate sensitive conversations.



Urgent care centers are uniquely positioned to close this gap, but they require fast, reliable diagnostics and clear patient education tools to normalize sexual health testing and drive action. HealthTrack sought to address both the clinical and behavioral barriers to STI testing, reducing stigma, simplifying the testing conversation, and empowering providers and patients with rapid, accurate molecular diagnostics.



Communications Strategy & Creative Execution



The campaign reframed STI testing as a routine component of self-care, positioning HealthTrack as a trusted partner for rapid, accurate results. Messaging balanced lighthearted relatability with clinical credibility to normalize conversations and encourage proactive testing.

Creative themes such as “K(no)w Big Deal,” “That Awkward Moment,” and “Sexual Health Is Sexy” used humor, data, and empowerment to engage patients, while provider-facing messaging highlighted simplicity, speed, and performance data to drive adoption.



Campaign assets included physician and patient landing pages, a data trends report, menu detail resources, email and social campaigns, PR and media outreach, post-event communications, and in-office educational materials. Together, these elements built awareness, reduced stigma, and promoted timely intervention to improve population health outcomes.



Results



The campaign generated 22,289 impressions and 2,657 engagements, achieving an 11.9% engagement rate, well above public health benchmarks. Click-through rates reached 1.62%, demonstrating strong audience relevance and message resonance.



Business impact was significant: providers averaged an additional 0.9 STI/UTI samples per month, resulting in approximately 8,500 incremental samples over the quarter. With a marketing cost of $9.02 per additional sample, the campaign is projected to generate roughly $1.5 million in quarterly revenue. Performance was benchmarked against prior-year data and adjusted for seasonality and productivity trends to ensure credible attribution.



This campaign delivered measurable growth in testing volume, revenue, and awareness, demonstrating how strategic messaging and rapid diagnostics can drive meaningful public health and business outcomes.