EsoCheck is the only diagnostic device with proprietary, noninvasive balloon technology designed to gently target, collect, and protect distal esophageal cells. It’s safe, easy to swallow, and proven—with zero reported detachments across 30,000+ procedures.
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INSIGHT:
Traditional diagnostic esophageal sponges are rough, imprecise, and prone to detachment and discomfort. In fact, they can actually be painful—causing scraping, bleeding, and even lodging in a patient’s throat
CHALLENGE:
Gastroenterologists and attending nurse practitioners had a comfort level with the current standard of care. The associated risks were duly noted, but it was also considered just part of the procedure. There was no real incentive to change things up at the point of diagnosis.
SOLUTION:
We leaned into the diagnostic comparison…hard. Our campaign reimagined the outdated sponge collection technology as a Brillo-pad dinosaur: a relic of a rougher, riskier era. The campaign called attention to the many adverse side effects associated with traditional sponge-based diagnostic tools—detachment, painful scraping, bleeding, and even the risk of the device lodging in a patient’s throat. The message? Why resurrect a relic of the past? Because some diagnostics should stay extinct.
RESULTS:
By stripping the message down and leaning into the comparison, we clearly communicated that diagnosing one condition shouldn’t create another. Through rep-delivered collateral and a strong presence at national conferences, the risks of the current standard of care became impossible to ignore—and the case for EsoCheck impossible to deny—quickly engaging HCPs and inspiring them to embrace the future of esophageal cell collection.
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