05/06/2026
Public health messaging has long operated on the assumption that awareness = behavior change but the research doesn't support that. 👇
May is Melanoma Awareness Month, and in 2026, an estimated 100,640 new cases will be diagnosed.
As an agency that thrives on supporting health innovation brands, we’re constantly looking at how communication drives real behavior change, not just awareness.
When patients delay testing or care, it's rarely because they lack access to information. It's because the message didn't feel personal, proximate, or trustworthy enough to act on.
The communications strategies that actually inspire action share three things:
🔷 Specificity: Not "get checked," but "people with your skin type, in your zip code, at your age." The more a message mirrors someone's exact reality, the more it registers as relevant.
🔷 Proximity: Peer voices, local providers, and community messengers consistently outperform national campaigns. Trust travels through networks, not broadcasts.
🔷 Earned credibility: Patients and consumers alike are sophisticated. They can feel the difference between a brand that spent on an ad and one that earned its presence through genuine media relationships, advocacy, and third-party validation.
This is the gap between a public health campaign and a public health communications strategy.
If you're building one, or trying to close that gap, let's talk.
Ready to cut through the noise and grow your business with our ROI-focused earned media, influencer marketing and social media campaigns. Call us at (619) 794-0114 or email us at [email protected] to discuss your goals and our award-winning approach.
