Rhythm Biosciences launches GP awareness campaign targeting more than 20,000 doctors for ColoSTAT
Rhythm Biosciences (ASX: RHY) has commenced a targeted email marketing campaign through the Australian Doctor Group (Ausdoc) platform, designed to reach more than 20,000 authenticated GP subscribers across the Eastern States of Australia. The campaign aims to raise awareness of ColoSTAT among general practitioners for blood-based colorectal cancer triage testing.
The initiative marks Rhythm’s first major marketing campaign for the test, informed by recently completed in-field market research. That research confirmed the general practitioner (GP) represents the primary referral pathway for ColoSTAT in Australia.
The scale of the campaign is designed to target more than 50% of the total available GP population across the Eastern Seaboard. Careful monitoring will determine whether amplification toward the broader market is warranted.
For investors, the development represents a demand-generation step targeting the clinicians most likely to request the test.
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Market research confirms product-market fit across 10 institutions
Rhythm completed a significant number of interviews with Key Opinion Leaders (KOLs) spanning GPs, gastroenterologists and surgeons across New South Wales, Queensland and Victoria. The engagement confirmed the existence of colonoscopy backlogs in 10 institutions that could be addressed with ColoSTAT.
Participating clinicians reported increasing pressure on colonoscopy wait times. High-risk patients were often waiting 2 to 3 times longer than the recommended 30-day window, leading to delayed diagnoses and poorer outcomes.
All KOLs recognised ColoSTAT as having potential clinical utility as a triage tool to better stratify patients and relieve waitlist pressure. Key findings from the research included:
- Colonoscopy backlogs confirmed in 10 institutions
- The GP identified as the most likely referral pathway
- High-risk patients waiting 2 to 3 times the recommended 30-day window
- Strong product-market fit for colonoscopy triage confirmed
CEO Commentary
“Market feedback on the ColoSTAT product-market fit from 10 institutions is important support and gives us confidence to scale up our commercial activities like this Ausdoc campaign to raise awareness of the product in the relevant customer groups,” said Dr David Atkins, CEO & Managing Director of Rhythm Biosciences.
Inside the Ausdoc campaign and how it fits the broader strategy
The Ausdoc campaign delivers targeted email communications, written by Rhythm Biosciences, directly to Ausdoc’s authenticated GP subscriber audience. Each communication provides educational information regarding ColoSTAT and the evidence base supporting its use as a blood-based triage tool.
The primary call to action within each communication is to drive GPs to refer patients for ColoSTAT testing through their local pathology network. Rhythm intends to monitor performance to determine whether to amplify the campaign toward closer to 100% of the target market.
The campaign complements, rather than replaces, Rhythm’s existing initiatives across a multi-channel commercialisation approach. These include:
- The recently expanded 4Cyte Pathology partnership
- The ColoSTAT Access Programme (CAP), focused on real-world evidence generation
- The Medical Science Liaison (MSL) programme, supporting direct clinician engagement in targeted geographies
Additional blood collection centres have recently been activated in ACT, Noosa, Albury and Wodonga, supporting greater access for patients in regional locations.
The ColoSTAT collection network has expanded rapidly since commercial launch, more than doubling to 78 activated sites in under two weeks through 4Cyte Pathology, with re-ordering activity at some sites providing an early indicator of repeat clinical usage.
The market opportunity behind the campaign
Rhythm estimates there are approximately 800,000 colonoscopies annually in Australia, with a meaningful proportion of these cases suitable for ColoSTAT analysis. There is also an additional population of individuals not currently engaging with the public or private health system who may engage if an alternative testing solution were available.
| Channel / Initiative | Purpose | Reach / Detail |
|---|---|---|
| Ausdoc campaign | GP awareness & referrals | >20,000 GPs, >50% Eastern Seaboard |
| 4Cyte partnership | Testing & collection network | Expanded, urban plus new regional sites |
| ColoSTAT Access Programme (CAP) | Real-world evidence | Ongoing |
| MSL programme | Direct clinician engagement | Targeted geographies |
What it means for investors and what comes next
The campaign represents a targeted attempt to build awareness among the clinicians positioned at the entry point of the colorectal cancer diagnostic pathway. Because a symptomatic patient presenting to their GP is typically the first step, GP awareness and confidence directly influence test utilisation.
Understanding ColoSTAT and colorectal cancer testing
ColoSTAT is Rhythm’s blood-based colorectal cancer triage test, measuring five specific protein biomarkers that indicate the likelihood of colorectal cancer (CRC). The test is based on research from Australia’s CSIRO, is patent protected internationally, and is intended for individuals presenting with symptoms associated with CRC.
Colorectal cancer, also referred to as bowel cancer, is the second leading cause of cancer deaths globally. If diagnosed early, the disease can be curable.
For investors, the commercial logic centres on the referral funnel. GP awareness directly drives test utilisation, meaning the campaign attacks the top of the commercial funnel where referral decisions begin.
Campaign outlook and next milestones
Rhythm will monitor campaign performance against a range of commercial metrics. The Company intends to provide further updates once sufficient performance data has been assessed, with strong results potentially triggering amplification toward fuller market coverage.
The metrics being tracked include:
- Open rates
- Click-through rates
- Downstream referral activity
- Completed ColoSTAT tests (where measurable)
According to Dr Atkins, Rhythm looks forward to “reporting on the progress of this campaign alongside our broader commercial activities as we continue to build momentum for ColoSTAT across the Australian market.”
For investors exploring the international dimension of Rhythm’s commercialisation strategy, our detailed coverage of the NHS ColoSTAT evaluation explains how the company accessed NHS England’s screening pathway, which issues approximately 2.5 million annual invitations, and what a successful evaluation could mean as a reference case for further market expansion.
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