How Exact Sciences' out-of-the-box thinking convinced Americans to try Cologuard's colorectal cancer screening test
What do an animated cardboard box, a famously relatable celebrity journalist and the PGA Tour have in common? They’re all part of Exact Sciences’ marketing strategy for its colorectal screening test Cologuard.
The well-entrenched colonoscopy test is the “gold standard” of colorectal cancer screening, and executives at Exact Sciences knew from the beginning that they would have to break the marketing mold to gain traction in the market. Cologuard is not as invasive as a colonoscopy, but its very different modality — collecting and sending a stool sample through the mail — called for a new way of thinking.
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