HOW TO PERSONALIZE CANCER DIAGNOSTICS AND EMPOWER PATIENTS IN THEIR FIGHT

The NeedA Campaign To Drive AwarenessClarient Diagnostics Services, a division of GE Healthcare, provides world-class cancer diagnostic testing. The brand was relying solely on pathologists to order testing, but wanted to build a consumer-facing brand that would provide the education necessary to leverage patients to help drive demand. They needed to simplify the product so consumers would understand its value and request crucial testing.

Key Insights and Market Opportunity• Thanks to the explosion of online resources like WebMD.com, patients were used to using the computer to access health information. However, the brand would need to be distinct and focused to rise above other cancer-related online resources. • Traditionally, pathologists ordered diagnostic cancer tests with little involvement by the patients or oncologists. Patients could help drive demand, but the brand strategy would need to encourage them to ask their doctors for the testing in a non-threatening manner. • Clarient Diagnostics Services offers hundreds of different types of cancer tests.The brand would need to simplify the messaging to ensure consumers engage.

The SolutionMicroArts crafted a solution that culminated in the following strategic recommendations:1. Using our Proven Creative® principle of “Simplify your brand to a single idea,” we introduced the patient-friendly campaign: “Is My Cancer Different?™” It focused patients’ attention on how knowing their specific cancer could provide better treatment. 2. The campaign used multiple mediums to build a tribe of supporters. It consisted of a branded website, complete with easy-to-understand videos and graphical content, a strong social media presence, and a group of influencers that shared our passion for patient education.

3. The brand engaged a large group of potential testing candidates by reaching its goal of 1 million Facebook shares in 1 million minutes, as well as growing over 90,000 fans. The campaign saw Clarient Diagnostics Services being awarded the Digital Campaign of the Year by GE Healthcare.

“What started as an idea has become a movement. The feedback and praise that I get from not just my peers, but cancer patients and survivors, is unbelievable. To think that we were able to educate millions of people in such a short amount of time is amazing. Thank you MicroArts!” – Roberta Smigel, VP of Global Marketing Communications, GE Healthcare

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