Top of mind in oncology:
a 12-month specialist engagement campaign
A leading oncology brand sought to maintain high share of voice and sustained awareness among Australian medical oncologists throughout 2025. The campaign objective was to ensure the brand remained consistently top of mind in a competitive therapeutic landscape.
Media strategy
The strategy was designed around how oncologists consume clinical content, prioritising trusted specialist publications, oncology-specific newsletters and contextually aligned digital placements within logged-in environments. By maintaining an always-on presence across the year and embedding activity within conference reviews and specialist editorial moments, the campaign aligned with the ongoing educational and content habits of oncology professionals.
Execution
A 12-month digital campaign was delivered nationally. Activity included:
- Oncology-targeted website display placements
- Newsletter sponsorships within specialist oncology sends
- Full-page digital placements and website banners within clinical review publications
- Conference review integrations aligned to major global oncology congresses
The campaign maintained steady visibility across key oncology environments to reinforce awareness across multiple touchpoints.
Results
- Open rates exceeded benchmarks across key publishers (up to +6.1% uplift in specialist sends)
- One oncology newsletter feature achieved a 59% open rate among oncologists
- Website placements reached hundreds of unique oncologists, exceeding CTR benchmarks (0.25% vs 0.20% benchmark on one platform)
- Research Review placements achieved open rates in line with or slightly above specialist benchmarks (63–63.5%)
Overall engagement metrics consistently met or exceeded projected KPIs across the campaign duration.
Conclusion
The always-on specialist strategy successfully maintained strong awareness among Australian medical oncologists. By aligning placements with trusted oncology publications and conference-driven content moments, the campaign reinforced sustained share of voice and ensured consistent brand presence throughout the year. Future optimisation opportunities include refreshing creative assets over long campaign periods and expanding bespoke specialist content integrations to further drive engagement.