case studies
Dermtech
Educational Disease Awareness Campaign
From Awareness to Adoption: Preparing the Market for a New Era in Skin Cancer Detection
Public awareness of melanoma is widespread, yet understanding of nonmelanoma skin cancers remains limited despite their prevalence. DermTech engaged GOLD PR to support the launch of Luminate, its first direct-to-consumer DNA risk assessment designed to help individuals understand their likelihood of developing nonmelanoma skin cancer.
Introducing a first-of-its-kind diagnostic solution required more than product visibility. It required building awareness, trust, and relevance before the product reached the market.
case studies | Dermtech
Results
Click-Through Rate
(Visitor-to-Sign-Up Conversion)
Strategic Challenge
Our Approach
GOLD PR developed and launched Sun Regrets, a national disease-awareness campaign designed to educate consumers, foster engagement, and build a qualified audience ahead of commercialization.
The campaign reframed sun exposure and long-term skin damage through a relatable, non-fear-based narrative, creating an accessible entry point for education while establishing the importance of early detection.
The integrated strategy included:
- National media outreach driven by consumer survey insights
- Launch of Luminate’s social media presence and educational content ecosystem
- Development of the Sun Regrets microsite as an education hub and lead-capture engine
- Dermatologist-led KOL content to reinforce credibility and clinical trust
- Consumer engagement through participatory storytelling and user-generated content
- Influencer partnerships to extend reach and social participation
- Paid digital and retargeting campaigns to reinforce messaging and drive conversions
Our Execution
GOLD PR built a multi-channel education and engagement engine designed to inform, involve, and convert.
Key elements included:
- National consumer survey informing media narratives and educational content
- Educational content series addressing sun habits, myths, and early detection
- “Man-on-the-street” video and UGC encouraging consumers to share their own sun regrets
- Dermatologist Q&As and patient stories to build credibility and trust
- Influencer amplification to expand reach and social participation
- A microsite experience designed to educate while capturing opt-in leads
Featured in:
Funnel & Lead Generation Impact
Beyond awareness, Sun Regrets functioned as a pre-launch demand engine.
The campaign:
- Captured consumer email sign-ups through educational content and sweepstakes participation
- Built a qualified audience primed for launch communications
- Retargeted engaged users to reinforce messaging and deepen interest
- Established a digital pathway from awareness to consideration and conversion
- Created a ready-to-engage consumer base ahead of product availability
By launch, DermTech had not only awareness - but a receptive, opt-in audience prepared to act.
Market Impact
Sun Regrets reframed the conversation around skin health and early detection, elevating awareness of nonmelanoma skin cancer risk and positioning early detection as both relevant and actionable.
The campaign:
- Generated national media coverage and consumer awareness
- Established DermTech as an authority in nonmelanoma skin cancer education
- Built an engaged social and content ecosystem prior to launch
- Fostered participatory storytelling and consumer engagement
- Created a qualified pre-launch audience
Category & Business Influence
By leading with education, credibility, and engagement, DermTech entered the market with an informed audience already primed to understand the importance of early detection.
Sun Regrets helped shift awareness, establish trust, and create demand — laying the groundwork for adoption of a new approach to skin cancer risk detection
Within six months, the Sun Regrets campaign generated exceptional engagement and conversion performance across channels. Paid media and influencer efforts delivered highly efficient reach and interaction, while retargeting and optimized conversion pathways produced strong ROI and above-benchmark sign-up rates. The campaign built a substantial pre-launch waitlist, drove significant growth in search interest, and increased direct traffic to the microsite — clear indicators of rising consumer awareness and readiness ahead of launch.