DermTech
Client
DermTech
Overview
Crowe PR was tasked with amplifying awareness for DermTech - a leading precision dermatology company, enabled by a non-invasive skin genomics platform - and the importance of skin checks and early detection, timed with May Melanoma Awareness Month (MAM). The goal was to leverage MAM to create a movement and educate people about melanoma, telemedicine and the importance of skin exams for early detection. Crowe PR developed a one-month #StickIt2Melanoma campaign, alongside a comprehensive plan that included earned and paid media, influencer activations, strategic partnerships and social. The campaign sought to garner impressions and drive website traffic, pledges from consumers to schedule skin exams and 'Find A Specialist' searches on DermTech.com.
RESULTS: From May 2022
43M+
Impressions from the campaign
5M
Influencer Audience reach
34+
Features
3.3K+
Pledges on StickIt2Melanoma website
Tactics
Campaign announcement, including targeted national, trade and regional media outreach and subsequent interviews.
Regional broadcast interviews in key markets leveraging John Dobak, M.D., president and CEO of DermTech, and local dermatologists/KOLs.
Satellite Media Tour, featuring spokesperson Dr. Julie Karen.
Sponsorship/donation initiatives with skin cancer non-profits.
Landing page to drive people to take the Pledge and ‘Find A Specialist.’
Partnerships with celebrity melanoma survivors and paid campaigns to showcase social relevance and amplify online engagement.
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