Creating The First B2C Campaign and User Experience for a First-of-its-Kind Cancer Detection Test
Galleri is a revolutionary cancer screening test that can detect more than 50 types of cancer before any symptoms present. It’s a medical feat and a new category, and it’s been our task to introduce it. We began with intensive audience research to determine the qualities, instincts, and behaviors that would attract people to this test. Challenges include a general skepticism about the accuracy of blood tests post-Theranos, a nearly 1K OOP price tag, and the emotional weight of knowing whether cancer is present. We identified two key audience groups for whom Galleri would feel like a critical, anxiety-assuaging step—and we developed a journey of communications to educate and engage them.
Our first undertaking was a portal that used simple, supportive language to walk users through the multi-step testing process. From there, we began to develop a consumer-facing tone of voice and glossary of approved language that we would continue to evolve. Next, we created a full campaign with diverse assets across channels to increase awareness and drive conversion — and implemented our enhanced visual system and messaging guidelines across a variety of touchpoints (including email, social, demo videos, and a marketing site) to help patients and physicians alike learn more about the test.
We conducted bespoke research and developed insights that went beyond only how the target audiences feel about healthcare, but to really understand who they are as people.
We developed a user-friendly portal to guide patients through the Galleri testing process. With an intuitive setup process, detailed progress tracker, and warm tone, we made sure patients felt supported every step of the way.