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.