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1. TEAMED UP

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We reached out to the local sports influencers, Herman Moore and the Detroit Lions, firing up their 1.8M social followers.

$15 Million in Donations
We launched with a Super Bowl TV spot, sending the Detroit Lions to the Super Bowl for the first time! The TV spot won an Emmy Award and was instrumental in raising $15M for cancer care at Henry Ford Health System.

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2. CONNECTED EMPLOYEES

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We created a social media app that empowered 30,000 employees of Henry Ford Health System to select their friends and reach out to invite them to get mammograms. Mothers challenged daughters, sisters joined in unison, and friends made a “Pinky Swear” to each get a mammogram.

Tripled Mammograms:
The “Pinky Swear” campaign tripled mammograms in the first month and generated a +161% increase in year one.

PHYSICIANS DRIVE 90% OF CANCER REFERRALS

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3. ENGAGED PHYSICIANS

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Experience Design:
We engaged referring physicians by creating CME seminars, online chats, and a mobile referral app, capped by a prime time TV show featuring leading robotic surgeons from Henry Ford Health System. We placed ads in airline publications targeting physicians en route to CME seminars, while our client performed the world's first "tweeted" surgery.

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4. REFFERALS

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693% Increase in Prostate Procedures:
The multi-platform physician influencer campaign resulted in the greatest growth in referrals, most of which came from out of state.