How to Personalize Cancer Diagnostics and Empower Patients in Their Fight
HOW TO PERSONALIZE CANCER
DIAGNOSTICS AND EMPOWER
PATIENTS IN THEIR FIGHT
A Campaign To Drive Awareness
Clarient 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
MicroArts 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