Hologic

Challenge

Hologic is a leading developer, manufacturer, and supplier of diagnostic products, medical imaging systems, and surgical products dedicated to serving the healthcare needs of women around the world. Hologic’s “Change The Cycle” online community enables women who suffer from heavy menstrual cycles—about 1 in 5 women—to learn about solutions from credible period health resources.

While rich with informational content, Change The Cycle lacked the vitality and dynamism of interaction and shared stories that really make an online community. Hologic selected Zozimus to breathe life into the site and build community so that it could reach its full potential.

Strategy

Zozimus began with a deep dive into audience behaviors before building a strategy informed by new learnings, past performance analytics, and existing market research. This led us to refresh the look and feel of the Change The Cycle website, followed by a much more engaging content and social media strategy.

Solution

With the new website in place, we built a complementary blog, cross-pollinating timely stories to the website and driving increased traffic. Then we reinvented a suite of related social media channels to fit with current best practices, better tie them into the brand, and further engage the audience. Following this reinvention of their channels we took over ongoing management of the blog content and social media community.

Throughout the online properties, we generated content that was humorous, relatable and more casual in order to be accessible and engaging to the audience. Then we layered on unique campaigns such as the nationally acclaimed “Aunt Flo” campaign. We created a character called Aunt Flo who would spontaneously take over all the social media accounts once a month with unique content and direct in-character audience interactions.

Results

Results for ongoing activity as well as for supporting “burst” campaigns were off the charts. Social media quickly grew to engagements in the hundreds of thousands, including an 817% YoY increase in engagement on Facebook alone. Email newsletter opt-ins grew, providing an additional avenue for continual audience engagement. Blog sessions topped 20k in the first year of its launch and the website saw exponential growth in activity. Overall, engagement and exposure for the Hologic brand expanded reach and deepened roots in the women’s health community.