Lung Check Campaign 2024 – a Swiss campaign to raise awareness about Lung Cancer

The Challenge

Lung cancer remains one of the profoundly challenging health issues worldwide, requiring early detection for better treatment outcomes. Non-small cell lung cancer (NSCLC), one of the most common types, is often treatable in its early stages.

Our client, a leading player in the pharmaceutical industry, is committed to taking a clear stand in the fight against lung cancer. They approached Capptoo, a trusted digital solutions provider, to create a campaign that raised awareness and encouraged the public to assess potential symptoms through an interactive online quiz. The campaign specifically targeted the Swiss public.

The Strategy

Together with our client, we launched the first iteration of this campaign in 2023. One year later, in 2024, we followed up with a new campaign release – even more substantial, focussed, and enhanced – the optimized power version of the first campaign!

Capptoo executed a comprehensive, multilingual, omnichannel awareness campaign. 

Our main objective was to:

• Inspire action: We engaged users with an interactive screening quiz, making early detection easy and accessible.

In 2024, we introduced the second objective:

• Drive medical visits: Seamlessly guiding high-risk individuals from the quiz results to booking a doctor’s appointment. We made this process possible by leveraging digital channels and real-life touchpoints for the highest result.

Thanks to leveraging the Screver solution and GA4, connecting awareness with action while using a scalable and data-driven approach was possible. We targeted precisely measurable patient activation and fast-track results.

The core of our work consisted of:  

• Design Development Support & Quiz platform provision and support

• Support for the development work on the landing page

• Support with design work for remarketing audiences

• The client used Screver, our CX platform, to create the survey

How did we do it?

During the Campaign Planning & Roll-out:

• We identified relevant channels and defined budget allocation for each one of them

• We set up Google Ads, Meta campaigns, and remarketing efforts in three languages: German, French, and Italian.

• We created the conversion setup across all channels and for the survey

• We have developed and implemented the measurement setup for medical visits from the Screver-Survey

For the Performance Tracking & Optimization, we have:

• Conducted regular campaign optimizations

• Created a detailed, interactive, and branded report where the client could monitor the real-time data from GA4, Google Ads, and Social Media platforms.

Results and achievements

The 2024 Lung Check campaign saw significant improvements compared to the previous year:

• Survey Participation: 20,040 users started the survey, a 25% increase from 2023, and 16,611 completed it, 18.92% more than the previous year (an 82% completion rate).  

• Engagement Metrics: Ad clicks rose 14% to over 80,000, with impressions growing to 8.7 million while reaching 1.8 million users across Switzerland.  We had a 54% conversion rate on Social Media (industry benchmark is 11%) and a 19% conversion rate on Google (industry benchmark is 0,82%). Two hundred ninety-three users went to book a doctor’s appointment.

• The campaign effectively reduced ad spending by 28%, leading to a cost-per-conversion rate of CHF 0.82 across all channels.

• Additionally, the survey generates a PDF report summarizing the patient’s answers. 11% of users downloaded the PDF report to share with their HCPs.

Integrated Campaign Highlights

Remarketing Success: We led two dedicated remarketing campaigns:

1. A dedicated campaign targeted users who visited the landing page but didn’t start the survey. This approach brought an additional 4,579 visits and over 2,700 survey starts. 

2. A remarketing campaign was tailored for users who completed the survey but did not book a doctor’s appointment. The audience was targeted with specialized ads that led to the other conversion point on the landing page, where they could book the appointment. This campaign led to an additional 114 clicks to book the appointment.

3. We created a remarketing campaign for everyone who identified as a smoker in the survey. They received tailored content on a separate landing page, helping them evaluate specific risks and find support to quit smoking. 

Lessons Learned

The campaign highlighted the importance of integrating digital and real-life elements in awareness efforts. By combining paid digital strategies with tangible, on-the-ground initiatives, Capptoo ensured consistent messaging and broadened the campaign’s reach.

Moreover, the multilingual approach allowed the campaign to resonate with diverse audiences across Switzerland.

Conclusion

Capptoo’s collaboration with a major pharmaceutical company on the Lung Check 2024 campaign exemplifies how thoughtful digital strategy and execution can drive tangible results. Maintaining a data-driven approach and focusing on user engagement, the campaign met its objectives and created a robust foundation for future awareness initiatives.