Trovagene Precision Cancer Monitoring (PCM) provides noninvasive and quantitative alternatives to biopsy and imaging for tracking specific oncogene mutations over time, with the flexibility of urine- and blood-based testing. 


The Challenge:

Trovagene had developed a revolutionary technology that they needed to showcase for one of their industries largest national conventions – ASCO (American Society of Clinical Oncology). With only two weeks timeframe, Trovagene needed to create a dynamic campaign that reached their target audience of the 30,000 convention attendees.

The Solution:

Since the convention was taking place in Chicago, IL, the initial instinct was to utilize Adwords and run a geo-targeted campaign. We quickly realized that Adwords didn’t have sufficient inventory to attain the desired reach. We also made the assumption that most of the attendees would be accessing the Internet through mobile. Having some data to suggest that LinkedIn may be an information destination for the target audience, we utilized LinkedIn’s ad platform to extend our reach.

The Results:

By utilizing the LinkedIn platform we were able to beat the client goal for by 53.3% for major KPIs (clicks, publication downloads and visit duration). We served ~400,000 hyper-targeted impressions during the conference between both campaigns, nearly tripling the expected reach of the campaigns.


Higher impression count than expected


Higher KPI conversions than client expectation

All collateral produced, reviewed and live in two weeks – and outperformed client expectations


The Challenge:

Trovagene had a primary objective of generating awareness of their clinical studies, publications, and diagnostic capabilities. with 30-40% of Oncologists in the U.S., while simultaneously working toward a next generation website that would see them through commercialization.

The Solution:

Because of the impending redesign and messaging platform refresh, we opted for Paid Media over Organic (SEO) efforts. In addition, we executed an experience optimization strategy, leveraging Optimizely, that was geared as much towards evolutionary web design and gleaning insight from response to imagery, information architecture, and direct customer response, as it was for action and conversion nominally.

The Results:

We segmented the hundreds of key phrases that conversationally relate to Trovagene’s diagnostics into three primary Ad Groups and optimizing via match type and bidding levers. From that we were able to grow total clicks by 1,200% with only 25% increase in budget over 10 months. Concurrently, the homepage A/B test showed an 87% lift in engagement, and the information architecture test resulted In 45% increase in HCP action, while contributing key data to help guide the full website redesign.


Increase in on-site


Increase in Home page


Increase in HCP action