Myriad Precise
The challenge
In 2022, Myriad Genetics planned to launch Precise – a suite of genetic tests that help oncologists treat cancer in more personalized and effective ways. Our challenge? Creating a campaign that told the story of why Precise was so revolutionary.
The solution
Once we solidified our strategy, we created and launched “Clarify cancer treatment” – a provider-facing performance marketing campaign telling oncologists how Precise could help them help more patients.
The numbers
3
Video cuts
96
Banner ads
15
Social Ads
36
Search ads
A video on the clear power of Precise
To kick off the campaign, we launched an emotional video that follows a doctor as they escort a patient to ring the cancer bell. Along the way, a voiceover conveys how Precise clarifies cancer treatment, and the world around the doctor and patient comes into focus.
A campaign strategy around clarity
Even for the best oncologists, treating cancer can be confusing. But Precise helps identify the origin of patients’ cancer, leading to better outcomes. This simple product truth led to the strategy of “Precise gives you clarity”, and informed every message in the campaign.
Images that keep patients and doctors in focus
And illuminate the subject in an intriguing way
The campaign imagery used the element of focus to tie back to our strategy around clarity. By focusing on patients and doctors and blurring the area around them, our photos implied how Precise helps separate the signal from the noise. The lighting was also a key consideration. Purposeful lighting of the subjects tied back to the larger brand tagline, Health Illuminated.
A campaign with a clear intention
Our job was to tell the Precise story, and get oncologists interested. To do this, we created a performance marketing campaign that ran hundreds of ads, and optimized it on the fly to ensure every dollar of ad spend worked as hard as possible.
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