Creating a defining moment
The goal was to drive adoption of the Oncotype DX test and provide early-stage breast cancer patients with a score used to determine if chemotherapy is necessary for their treatment.
Genomic Health challenged W2O to raise awareness of the unnecessary use of chemotherapy when treating early-stage breast cancer and the need for personalized treatment in a manner that does not offend the healthcare community or instill fear in patients yet retains a compelling, motivating message.
Developed a consumer-facing messaging platform about the importance of personalized treatment by using patient testimonials that deliver an emotional and clear call to action to get tested and know the score. In addition to shooting the videos, we launched a campaign website, journal ads, and a network of social media properties that leverages sharing, with viral potential.