Healthcare Digital Strategy, Social & Search Campaigns

Cube led the MS Motion initiative into its third phase, continuing to raise awareness of the need for early symptom recognition in MS – where acting fast can help to protect the brain and quality of life. While earlier phases focused on building foundational awareness, Phase 3 responded to a rapidly evolving digital landscape, where content consumption had shifted – shorter attention spans, more video, less polish. MS Motion was truly co-created with people living with MS, the campaign used authentic, ambassador-led storytelling to connect with women aged 20–40 and prompt action.

Cube partnered with a leading medical aesthetics company to modernise its social presence and reflect its position as an industry leader. For the first time, an always-on content strategy was implemented, bringing consistency, structure and strategic direction to the brand’s digital activity.

Through a dual-channel Instagram strategy, we built a confident, public-facing presence to drive broader awareness, while deepening engagement with HCPs through gated, value-led content. A mix of organic and paid tactics drove reach, engagement, and follower growth across both audiences.

Cube delivered a targeted digital campaign to reach Australians living with Ankylosing Spondylitis (AS), empowering them to take control of their condition. The campaign centred around resources and creatives that were needed to fill the gap the community were looking for. This focused on symptom recognition, self-advocacy, and education to drive real behaviour change.

Cube was engaged to provide a retrospective deep dive and ongoing pulse check of how seasonal respiratory viruses are discussed online. The project aimed to evaluate sentiment, understand audience dynamics, and tap into the public discourse surrounding RSV and other respiratory illnesses.

The work was needed to inform future messaging strategies, track competitor presence, and assess the impact of previous awareness efforts. It also enabled a direct comparison between how different respiratory viruses are perceived, helping to shape more effective, unbranded public education.

Cube was engaged to develop and launch the brand for VVMF (Viral Vector Manufacturing Facility) as it entered a new phase of commercialisation. A local biotech manufacturing start-up, VVMF was preparing to establish itself as a leading viral vector CDMO, supporting growing demand for advanced cell and gene therapies across Australia and the APAC region.

Cube’s remit extended beyond visual identity to include strategic messaging, digital presence and launch materials designed to position VVMF as a credible, future-facing partner for industry, research and commercial collaborators.

During the unprecedented times of COVID-19, Cube supported the patient and cancer prevention organisation Pink Hope in launching their e-newsletter campaign “The Hope Weekly”. The purpose of this was to provide their community with relevant information and support. Cube and Pink Hope successfully produced weekly eDMs in a matter of days with overwhelmingly positive responses from the community.

With flu vaccination rates being only 30% for high-risk groups in 2019, Cube set out to tackle the worst flu season on record. Powered by a creative social campaign, utilising consumer and trade media experts, we introduced a new motivator to persuade high risk groups to seek vaccination and protect themselves from influenza and heart attack.

From 1 July 2020, mandatory pre-approvals of therapeutic goods consumer advertising ended, moving to a new self-regulatory process. Consumer Health Products Australia (CHP Australia) stepped into support – offering a new independent compliance service run by dedicated experts to support with compliance needs, training, and advice.

Slow uptake of biosimilar medicines is putting increasing pressure on the Australian healthcare system. To increase confidence and awareness among healthcare professionals and consumers, we implemented a multi-channel, targeted social media strategy. By delivering educational and engaging content, we aimed to increase uptake of biosimilars and generate significant cost reductions for the Australian healthcare system.

Melanoma is a significant health concern, particularly in rural and regional Australia. Despite the higher incidence rates in these areas, many individuals lack awareness of the disease and available support services. The Self-Skin Checks, No Regrets campaign aimed to address this gap by providing tailored information and resources to encourage regular skin checks and early intervention.