Dasa turns awareness into a record of appointments

Success story: Dasa

The Pink October and Blue November campaigns mobilize the country around breast and prostate cancer awareness. However, in diagnostic healthcare, there is a well known gap between awareness and actually booking an exam. The self care journey is often postponed due to a lack of immediate incentive or complex scheduling processes.

For Dasa, the leader in diagnostic medicine in Brazil, this period represented the opportunity to turn two essential causes into a historic commercial and preventive moment for brands like Lavoisier, under the concept “Your health does not accept excuses”. In partnership with Wigoo, the mission was to structure a high performance digital operation capable of bringing patients closer to real prevention with agility and efficiency.

The challenge

Running the campaign required overcoming segmentation and behavioral barriers.

• Unifying communication for distinct audiences: speaking to female and male profiles simultaneously, keeping relevance without fragmenting the prevention message.
• Reducing scheduling friction: converting the feeling of awareness into effective booking of lab and imaging exams.
• Optimizing profitability and private capture: boosting private and preventive exams (such as mammograms and prostate exams for the 40+ audience), while avoiding dispersion toward routine flows already loyal or covered by health plans.

Wigoo's strategic approach

Over two continuous months, Wigoo led the strategy and the integrated technical operation.

• Full funnel architecture: cross channel coverage combining Search, Demand Gen and Performance Max (PMax) campaigns across YouTube, Discover, Gmail and the Display Network.
• Qualification and base negation: to preserve budget and raise the average ticket with new patients, health plan bases and patients with a recent history were excluded, focusing bids on new users for private exams.
• Predictive and lookalike segmentation: building similar audiences modeled from profiles with a high propensity to book preventive exams (mammograms and 40+ routines).
• Acquisition balance: daily monitoring to control Cost Per Acquisition (CPA) while expanding appointment volume.

Client testimonial

“The partnership between the Dasa and Wigoo teams combined a deep understanding of business challenges with Performance expertise. That synergy drove 50% YoY growth, taking the digital channel to its highest historical levels.”

Lucas Vasconcelos, Marketing Coordinator at Dasa

Consolidated results