Marketing Challenge
To convince Dentists to test potentially cancerous oral lesions while they're small using a new brush biopsy. Currently Dentists "watch and wait" and then send them for a painful surgical biopsy with an oral surgeon.

Strategic insights
Dentists don't like changing their routine and they're uncomfortable talking to their patients about oral cancer.

The Human Truth
To get on board, Dentists need to feel like they are on the front lines of a national awareness campaign promoting the early detection of oral cancer.

Results:
The billboard we created ran in 11 markets in concert with publicity from a New York public relations agency. We also turned the billboard into direct mail and an in-office brochure. The result was a 100% increase in usage of the brush biopsy.