Healthcare Marketing in the Fight Against Cancer
Developing an integrated branding and marketing strategy in the fight against cancer requires emotional connections. Success is built on sharing powerful stories of the personal experiences patients, physicians and caretakers go through; and delivering those experiences through the right channels, to the right people at the right time.
Biomedical firm Cynvenio, a challenger brand in the healthcare industry, asked us for strategic guidance to launch ClearID, the first test able to improve cancer detection and monitoring via a single blood draw. Our response was to embrace the attributes of comfort and confidence by being the first to market a genomic test as a consumer product. All paths to ClearID — physical and digital — focused on the outcomes in clear, confident language.