molemap

Bravery at the intersection of art and science

Molemap is Australia’s leading melanoma detection, diagnosis and surveillance service. Led by dermatologists and highly trained melanographers, they use the science of digital dermoscopy and the art of expert clinical judgement to detect melanoma at its earliest, most treatable stages.

Challenge

In a country where skin cancer is everywhere, too many Australians still put off getting checked. Many don’t understand what digital dermoscopy is, why it matters, or assume “it’ll be right” until it’s not. Molemap needed to cut through apathy and fear, build awareness of checks and technology, and turn that into actual bookings – not just impressions.

Strategic Insights

Molemap had always focused on detection. Our research showed that wasn’t enough. To change behaviour, we needed to:

Speak directly to high-risk groups in a way that acknowledged their fear but invited bravery.
Shift from generic “get a skin check” messages to a bolder promise: expert eyes plus advanced imaging, working together to catch what others might miss.
Grow the Molemap name itself as the shorthand for serious, professional skin cancer surveillance – where art (clinical judgement) meets science (digital imaging and data).

The Strategy

We built an omnichannel, agile digital marketing plan designed to:

Grow the Molemap brand and search term so “Molemap” became synonymous with early melanoma detection.
Meet high-risk audiences where they were – across search, social, TV, online video and OOH – with clear, simple, behaviour-changing messages.
Invite action through bravery – framing a check not as something to fear, but as a brave, smart decision to look after your future self and family.

This included:

“Spot the Spot” campaign – creative built around the tension of tiny details that make a massive difference. Visually, we leaned into clinical clarity with human warmth, mirroring the art-and-science nature of Molemap’s work.
Explainer content and video – demystifying digital dermoscopy and surveillance, showing the technology and the clinicians behind it, and making the process feel approachable, not intimidating.
Website/SEO and content strategy – optimising key service pages, building educational content, and structuring the site to capture and convert growing intent around skin checks and melanoma concerns.
Paid media and social – performance-driven campaigns that pushed brave calls to action, retargeted those showing concern, and nurtured them with helpful, reassuring content.
TV and OOH – brand-building activity to cement Molemap as the expert choice in early detection, especially in regions with high awareness of skin cancer risk.

"Spot the Spot" Campaign

Explainer Video

The Results

By pairing data-led strategy with bold creative – the science of performance with the art of human connection – Molemap achieved:

60% uplift in bookings year-on-year
25% increase in page views
30% increase in overall bookings in 12 months, including a much stronger winter period

For Molemap, bravery meant more than just running campaigns. It meant owning a clear position in the market, talking honestly about risk, and backing the combination of expert clinicians and advanced imaging.

For us, it was another proof point that when art meets science – and when brands are brave enough to say something real – behaviour changes, lives are impacted, and growth follows.

Promotional and paid media campaigns helped combat the winter drop and saw consistent activity and bookings during the colder months. CEO, Andrew Maslin, noted a 30% increase in overall bookings in 12 months.

The campaign was run by Robert and Adam while at another Agency