Client focus:  B2C & B2B
Client relationship: AOR
Client budget: > $1M

 

Project elements:
• research
• strategy
• identity
• print/broadcast/digital
• website
• media planning/placement
• pr/influencer

The ask

Nearly 95% of women with early-stage, HR+ breast cancer don’t benefit from their treatment. Trouble is, no one was able to definitively say who would or wouldn’t. Enter Breast Cancer Index’s first-ever genomic biomarker test. Our assignment: Make BCI the Gold Standard for testing, and help the company achieve a 7x valuation goal of $250M in just 2.5 years.

 

Strategy

Turns out, only doctors like data. For patients, information overload was causing anxiety and emotional shutdown – preventing informed decisions around their care. So we aligned Sales & Marketing efforts around a single truth: You can’t take the fear out of cancer, but you can remove the uncertainty around treatment decisions. Our tagline,  Not Another Minute®, quickly conveyed our value proposition to KOLs, doctors, and patients.

 

Results

The campaign delivered a 36% sales increase in the first year (despite the pandemic). Additionally, website traffic increased 350%+ in each of our test markets, and BCI successfully sold to one of the largest healthcare companies in North America for $230M just 18-months later – a full year ahead of schedule. 

 
 
 
 
 
 
 
 

Are you ready to have
“The Talk”?

Before your picture graces the cover of every business magazine and you eat caviar for breakfast, lunch and dinner, we need to have “The Talk.” Because we can’t achieve success until we’ve talked about the problem. So tell us a little about yourself, and let’s get the ball rolling.