Survivors Raising Their Voices for Good

"Voices of MammoSite" is evangelist marketing: a national, volunteer-based, ambassador program supporting a unique breast conservation therapy for breast cancer patients. MammoSite 5-Day Targeted Radiation Therapy is a short-duration alternative to the challenges presented by typical therapy (lumpectomy, then six to eight weeks of whole breast radiation) and to the physical/emotional trauma of mastectomy.

The Challenge:
In 2006, roughly 110,000 women were clinically eligible to receive MammoSite therapy to fight their breast cancers. Only 9,000 did. 45,000 women had mastectomies instead. Research indicates that many women never knew there was a choice.

The Concept:
Promote MammoSite therapy to patients and physicians through the powerful voices of women who received it and were delighted with their choice. Arm these volunteers with information. Connect them with women facing similar treatment decisions. Showcase them to physicians. But, mostly, let them be themselves, tell their stories, share their experiences, and serve as credible, authentic, public advocates of this treatment.

Key Elements:
This program has many moving parts:
- Recruitment campaign to identify volunteers
- Website (www.VoicesOfMammoSite.com) functioning as information resource, community center, showcase for stories/videos, and mechanism linking volunteers with patients
- Support tools including literature, business cards, a community outreach video, posters and website promo cards, even Get Your Mammogram birthday cards to send to friends
- Physician communications
- Internet advertising
- National PR
- Communications to volunteers, including e-newsletters and telegatherings

Results:
Launched March 30, the program now features 71 volunteers from 24 states with 8-10 new volunteers joining monthly. In WOMMA terms, propensity and credibility are high. Volunteers are giving talks, participating in walks, blogging, distributing literature, sending Mammogram reminders. Doctors refer patients to the website where one of four reads volunteer stories or views videos. Contact requests increase every month. Website visits are increasing at an average of 33% monthly.

Credit Information
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Client: Cytyc Corporation
Agency: Diccicco Battista Communications
Budget: $1.3 Million
Date of Campaign: March 30, 2007 to Present