ThriveNV Patient Navigation
The Challenge
Nearly 40% of Americans will face a cancer diagnosis at some point in their lifetime. Unfortunately, many cases go undiagnosed and untreated because folks don't know how to access the care they need to stay well. Among the uninsured and Spanish-speaking populations in Nevada, this is at epidemic levels. Nevada Cancer Coalition is tackling the problem through its ThriveNV patient navigation program, helping Nevadans locate, access and pay for the potentially life-saving cancer screenings they need.
ThriveNV Patient Navigators provide one-on-one, bilingual support to connect Nevadans with cancer screening resources. This includes helping them find a primary care doctor, find low or no-cost screenings and even getting them to their screening if they lack transportation. The issue was that few people knew this invaluable service existed. Hence, our job: connect Nevadans with these Navigators.
What We Did
To promote ThriveNV navigation services, we featured the Navigator team in a series of video and static ads. They talked about the support they provide, while specifying the various types of cancer screenings they can connect people to. Being specific made ThriveNV’s navigation services feel tangible and accessible, while using the Navigators as messengers (i.e. the actual folks callers talk to), also helped create a sense of credibility.
Ad clicks sent users to a landing page with a form to request Navigator support. The campaign ran for two months on Meta (Facebook and Instagram) and TikTok, targeting both English and Spanish speakers with a primary emphasis on rural counties where health resources are more limited.
The Results
