Pathology is the black box of healthcare.
Seventy percent of medical decisions rely on pathology, yet public and political awareness of the value of the profession is low, meaning that the sector has been vulnerable to government funding cuts for years.
London Agency was appointed to develop and deliver a campaign to change this.
Know Pathology Know Healthcare is a multi-channel campaign that features earned media, hugely successful social media management, brand development, political engagement via laboratory tours with 100 politicians plus Department of Health officials, educational events in conjunction with HCO stakeholders, development of a website and digital content including monthly newsletters, and three TV adverts running as Community Service Announcements (CSAs), delivering airtime value greater than $4 million.
The campaign has significantly raised the profile of the sector among target audiences. Millions of Australians have seen favourable media reports or CSAs. Hundreds of politicians now understand this most important healthcare specialty, and there have been no major funding cuts to pathology services since the campaign’s inception. The Australian pathology sector is now better able to explain the value of its contribution to healthcare and the importance of sustained investment in the world’s highest quality pathology service.
