Promotional Campaign

To accurately assess the possibility of preterm birth, Hologic is focused on emphasizing to the OB/GYN audience that solely using transvaginal ultrasound (TVUS) does not deliver a reliable measurement. To meet the campaign goal of promoting the dramatically higher predictive rates that are achieved when Hologic's proprietary fetal fibronectin test (fFN) is used in combination with TVUS, Jacobs Creative Group built the campaign around a provocative question — TVUS and fFN. The data supports it. Do you? — to make clinicians think about how to better care for their high-risk patients.