The campagna “Screening Routine”, with which Roche Italia and Fuji Italia have donated 10 mammograms to as many ASLs throughout the country, aims to raise awareness among women on the subject of breast cancer prevention also on unusual channels such as online shopping. Starting from a market research by Netcomm Focus Digital Health & Pharma, from November 2020, which recorded a 72% growth in sales of items related to health and wellness, the campaign will start from the most popular e-commerce sites, with ads inspired by the typical language of the beauty world, to raise awareness and involve Italian women by inviting them to give priority to the ‘screening routine’, a fundamental tool for the protection of their health.
“The pandemic has taught us that joining forces and activating synergies between public and private is essential to respond to the challenges dictated by the emergency and this is the origin of the extraordinary collaboration with Fujifilm – commented Maurizio de Cicco, president and Ad Roche Italy -. In line with the direction traced by the NRP, we are evolving our approach from a pharmaceutical company focused on drug research and development to a partner in the health system, able to offer integrated solutions and services, focusing on the recovery of prevention, a better articulation of ‘health care in the area, on digitalisation and on the enhancement of human capital ”.