Strategic Digital Engagement to Drive Cancer Screening Adoption

A leading healthcare company sought to increase provider-driven adoption of their non-
invasive cancer screening test but was uncertain about the role of NPs and PAs in
influencing patient recommendations. Because the test bypasses traditional prescription
tracking, they lacked clear data on NP and PA impact.
POCN Group, the NP/PA experts, developed this strategic digital engagement
campaign by leveraging a proven methodology: first identifying high-value NP and PA
prescribers through proprietary data, then understanding their roles, behaviors, and
challenges through research and direct engagement. With these insights, we designed
a targeted Orchestrated Customer Engagement (OCE) strategy to ensure meaningful
interaction and impact.
The program was executed as a PeerCast surround sound digital campaign,
incorporating a mix of email, unbranded social, and programmatic ads to drive
engagement. The campaign structure ensured that regardless of where an NP or PA
interacted—email or digital ads—they received the same educational content. Each
wave was strategically designed to tell a story that resonated with clinicians while
meeting the brand’s goals. A Briefing program was also implemented as a trigger-based
follow-up, reinforcing key messages for engaged clinicians. Proven Impact & Nationwide Expansion:
 $1.18M in incremental impact from test vs. control analysis in the pilot phase
 28.4K total engagements, doubling the initial goal
 25.8% unique email open rate (3x industry benchmark)
 60% triggered email open rate (6x benchmark)
 6.9K clicks from 3.1M impressions across social and programmatic
 Following pilot success, the program was scaled nationwide, reinforcing NPs and
PAs as critical influencers in CRC screening adoption
The campaign reshaped the brand’s approach to NP/PA engagement, proving that a
data-driven, peer-led strategy drives meaningful behavior change at scale.
By integrating insights, peer influence, and multi-channel digital execution, this initiative
established a new model for NP/PA engagement within the brand—delivering
measurable impact and influencing future marketing strategies.