CASE STUDY
How a solus EDM delivered 18,813 GP engagements to encourage integrating HPV self-collection for cervical screening into their clinical practice
The Problem to Solve
To make more GPs aware of the self-screening option available to their patients and support them to integrate HPV self-collection for cervical screening into their clinical practice.
Key Successes
- eDM delivered to > 28,500 GPs
- 12,768 GPs viewed the desired message
- 18,813 total GP engagements with Australian Centre for the Prevention of Cervical Cancer (ACPCC) content
- Speed to market – Over 12,000 engagements in first 24 hours
- Over 1,800 GPs downloaded resources and continued their learning journey
The Australian Centre for the Prevention of Cervical Cancer (ACPCC) is a not-for-profit organisation with over 55 years of expertise in cancer prevention and is leading the way in the global commitment to eliminate this preventable disease.
Healthcare practitioners play a vital role in cervical screening.
The challenge was to make more GPs aware of the self-screening option available to their patients and support them to integrate HPV self-collection for cervical screening into their clinical practice.
Client brief:
- Educate GPs that these new self-screening options are available to all women enrolled in the cervical screening program.
- Focused engagement for under-screened patient groups, in particular women who:
- Wait longer than they should in between screens
- Are from culturally diverse backgrounds and may feel uncomfortable having these tests performed by doctors.
- Provide a large set of educational resources for doctors to use to stay informed such as webinars, eLearning modules, clinical audits and information resources.
ACPCC challenges to overcome:
- GPs are notoriously hard to reach and busy professionals
- Encouraging GPs to take time to learn more about other cervical cancer screening options can be challenging as they are very time poor
- Convincing GPs to educate themselves & offer alternatives to traditional testing methods can take time
- If GPs do not know enough about a topic or options, they tend not to recommend it at all
Solution:
AusDoc solus eDM was recommended because:
- Large audience reach combined with speed to market
- High impact with 100% share of voice
- Clear and focused messaging – Solus emails can focus on a single topic, creating better message comprehension, often leading to higher open and click-through rates compared to more general email newsletters
- High conversion rates
- Measurable results
- Enabled ACPCC to provide GPs with direct access to resources via a Portal Hub, which could be accessed at any time.
Results:
- High GP reach with the eDM delivered to > 28,500 GPs
- 18,813 total GP engagements with Australian Centre for the Prevention of Cervical Cancer (ACPCC) content
- Speed to market – Over 12,000 engagements in first 24 hours
- Over 1,800 GPs downloaded resources and continued their learning journey
ACPCC Client Testimonial
Our Centre (Australian Centre for the Prevention of Cervical Cancer) recently partnered with AusDoc to design and deliver a Solus eDM, with the aim of supporting GPs to integrate the HPV self-collection option for cervical screening into their clinical practice.
We were absolutely astounded by the results, with almost 2,000 GPs downloading our resources, watching videos, or signing up for CPD online modules. In fact, several months later, we are still seeing heavy traffic to our resources and website from the Solus eDM, meaning many GPs saved the email for future reference.
The AusDoc staff was also incredibly collegiate, professional and responsive, and went above and beyond to ensure we had the best outcome possible. We can’t thank them enough for their commitment to this area of women’s health – our partnership with AusDoc will ultimately contribute to improving access to cervical screening across the country.
Hannah Saunders
Clinical Education Manager