Case Study: Dermtech

Leading Precision Dermatology Company Sticks it to Melanoma

Overview

DermTech is a leader in precision dermatology enabled by a non-invasive skin genomics platform. The company provides genomic analysis of skin samples collected non-invasively using an adhesive patch – Smart Sticker – to help detect melanoma early, when it is treatable.

Services

  • Public Relations
  • Thought Leadership
  • Influencer Marketing
  • Strategic Partnerships

Challenge

Crowe PR was tasked with amplifying awareness for DermTech, its Smart Sticker technology, 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 and the importance of skin exams for early detection.

Approach

Crowe PR conceptualized and developed a campaign, titled #StickIt2Melanoma alongside a comprehensive plan that included earned and paid media, influencer activations, strategic partnerships and social media. As part of this initiative, the integrated team, in partnership with Smarty, developed a landing page, which drove consumers to find a dermatologist and sign a pledge to check their skin. For every pledge, DermTech donated $5 to one of their partner skin cancer organizations, including the Melanoma Research Foundation, and others. In promoting the campaign, Crowe PR conducted targeted national, trade and regional media outreach and media interviews with key DermTech executives.

Crowe PR also secured and facilitated regional broadcast interviews in key markets with local dermatologist/KOLs and executed a Satellite Media Tour. Crowe PR also worked closely with the client, agency partners, influencers and non-profit organization to finalize and promote relevant partnerships.

Results

In addition to exceeding intended brand awareness goals and generating the most impressions in any single month, Crowe PR’s integrated campaign, timed with Melanoma Awareness Month, drove significant traffic to the pledge landing page, garnering the most ‘find a specialist’ activity in on DermTech’s site to-date. Early detection messaging, #Stickit2Melanoma campaign and the Smart Sticker were also incorporated into every editorial feature, creating consistency and momentum for the campaign. Over the course of the campaign Crowe PR secured 48 key placements in targeted trade publications, such as MedEsthetics, Skin Inc., Practical Dermatology, and over 30 radio and broadcast segments. Finally, our joint efforts with digital agency partner Smarty broke social records, educating more than 8M consumers on melanoma and the importance of skin checks.

00

Impressions from Campaign

00

Features Across Print, Online, Broadcast

0

Pledges on #StickItToMelanoma Landing Page

00

Influencer Posts and Stories that Generated 4.5M Impressions