Solis Mammography: Real Stories, Real Impact
"Doctors have to get it right every time — so does the copy that speaks for them."
The Challenge
Breast health conversations are dominated by clinical language and fear-based messaging — leaving little room for the personal relationship women have with their bodies, the very disconnect that keeps too many from seeking screening and staying informed. Solis Mammography wanted to shift the conversation — positioning itself not as a provider talking 'at' women, but as a brand genuinely listening, with the added challenge to translate Solis's investment in new technologies, care continuum systems, and advocacy for updated medical guidelines into brand awareness — through a corporate responsibility framework that aligns the Solis brand with the broader mission of women's health.
The Strategy
A diagnosis is not an identity, and it was critical that Solis humanize the conversation by speaking to the whole woman, not just the screening incentive. EveryWoman, was a campaign built on real, unscripted interviews with women sharing candid stories about body image, self-care, breast health, and breast cancer. Rather than a one-time, long form activation, the strategy marked nearly 1000 anecdotal deliverables, tied to monthly thematic pillars on the cultural calendar - sustaining a consistent content rollout. The multi year campaign evolved from workshop-style interviews to a docu-style "confessional booth" format, capturing unscripted emotional honesty grounded in medically-backed research. This was paired with "Know Your Selfie," a grassroots initiative that kept the brand's voice active in the community between campaign cycles - a conversation by women, for women.
The Outcome
The strategy for the EVERYWOMAN campaign produced a scalable, evergreen brand platform. By making real women the storytellers rather than the subjects, EVERYWOMAN positioned Solis as an empowering, trusted voice in a category historically defined by clinical distance — turning breast health into an ongoing, human conversation rather than a single seasonal message. This campaign launched alongside a period of rapid company growth: Solis has expanded from roughly 50 centers in 2018 to over 160 centers across 24 major markets today, growing its footprint, its social following, and its position as the nation's largest independent provider of specialized breast health services.
