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Darling Downs Diagnostic Breast Clinic
A symptom-first healthcare campaign launched with clarity, care and local impact.
Darling Downs Diagnostic Breast Clinic came to RSM with a clear ambition: enter the Toowoomba market quickly and introduce a new model of breast care without confusion or fear. With just four weeks from contract signing to pre-launch, RSM developed and rolled out an integrated campaign designed to help women move from quiet concern to clear, supported action.
Our work spanned campaign strategy, brand messaging, billboard creative, website copy, Meta advertising, organic social media, launch content, community activation planning and photo/video shoot coordination. The campaign needed to clearly explain that DDDBC was not a traditional general screening clinic, but a diagnostic first clinic for patients experiencing breast symptoms, changes or concerns.
Through the campaign concept Through Her Eyes, supported by The Weight of What If video series and the A Little Nudge flower activation, RSM created a calm, emotive and action-led campaign that balanced urgency with reassurance.
The focus was simple: help women understand what the clinic was for, why it mattered and how to take the next step.
Within a compressed launch window, RSM coordinated the full campaign ecosystem from strategy through to market rollout. From mid-April to mid-May, the team moved quickly to shape the message, coordinate two photo and video shoots, design high-impact billboard creative, prepare digital advertising, develop launch content and support the clinic’s pre-launch presence ahead of opening on 1 June.
Key project outcomes include:
Strategic launch of a new symptom-first healthcare model in the Toowoomba market.
Development of a sensitive, emotionally led campaign concept for a complex healthcare category.
Coordination of two photo/video shoots within a four-week launch timeline.
Billboard creative developed and rolled out across key local locations.
Meta advertising and organic social content prepared to support awareness and booking intent.
Community activation concept created, including 150 flowers prepared for local distribution.
Clear messaging developed to reduce market confusion and support patient understanding.
Campaign reporting to be updated with website traffic, Meta reach, video views, billboard reach and activation outcomes once final data is available.
A healthcare launch campaign delivered with speed, sensitivity and strategic clarity.
Testimonial
Round Square Marketing has been nothing short of exceptional throughout the launch of Darling Downs Diagnostic Breast Clinic.
Their team brought together strategy, creativity, execution and attention to detail, making what could have been an overwhelming process feel seamless and achievable.
Launching a new healthcare service is no small undertaking, and RSM has been a trusted partner every step of the way. We cannot recommend them highly enough.
Cheryl Barneveld
Darling Downs Diagnostic Breast Clinic