Genomic Health aimed to create acompelling direct-to-consumer digital campaign to raise awareness of its Oncotype DX Breast Recurrence Score testand its clinical evidence, leveraging the TAILORx results, to further demonstrate the value of the test in identifying which women will or will not benefit from chemotherapy. Put Chemo to the Test is meant to inspire anyone who has friends or family who has had breast cancer, or a breast cancer survivor themselves, to share the news with their loved ones, with the ultimate goal of encouraging women recently diagnosed with early-stage breast cancer to ask their doctor to order the test before finalizing their treatment plan.
Newly diagnosed breast cancer patients can feel overwhelmed, confused and fearful. They want to feel assured that they are getting the best and right treatment for them. They want security, clarity, control – they want to survive. Oncotype DX is the only test that can predict if chemotherapy will be beneficial or not for early-stage breast cancer patients. However, only 60% of eligible patients in the U.S. receive the test.,
Knowing that only 60% of eligible patients in the U.S. are receiving the Oncotype DX Breast Recurrence Score test, we wanted to reach consumers on a national front but also target under-penetrated U.S. markets where doctors are selectively using the test to raise awareness of the test amongst consumers. We developed a strategic media plan to reach our target audience and raise awareness of the test , with the ultimate goal of early-stage breast cancer patients asking their doctor to order the Oncotype DX test before finalizing their treatment plan.
Additionally, we knew 100% of women with early-stage breast cancer have researched breast cancer information and treatment online so we knew we needed to target them through a digital campaign.
The campaignwas designed to raise awareness of Oncotype DX and its clinical evidence, leveraging the TAILORx results, to encourage women to ask their doctor to order the test before finalizing their treatment plan. To further inspire and connect with women, we held a two-day photo/video shoot with seven real breast cancer patient ambassadors to capture footage that was used to design relevant campaign creative and a campaign landing page to serve as a resource and call-to-action.
Additional tactics included:
Management of media campaign across digital display, video and social channels, including managing campaign optimizations in real-time
We’re continuing to pace within target and expect to hit targets for spend, impression and clicks based on our KPIs.
Display and Video
Video Views Campaign: