Digital Experience
Client
Genomic Health — Oncotype DX
Clarity when it matters most.
Every design decision reduced friction and fear — guiding patients toward an informed conversation with their care team.
- Role
- Creative Direction
- Scope
- Digital, Film, OOH
- Discipline
- Patient Campaign • Diagnostics
Challenge
A life-changing test, buried in clinical language.
The Oncotype DX test could spare thousands of women from unnecessary chemotherapy — yet most patients had never heard of it, and the science felt intimidating and impersonal at the moment they needed clarity most.
Results
Awareness, action, and a new brand voice.
- +64%lift in unaided test awareness among newly diagnosed patients.
- 3.2×increase in “ask my doctor” landing-page conversions.
MYBREASTCANCERTREATMENT.ORG — LANDING PAGE
Details
Three moments that carried the idea.
Campaign Idea
Female patients and their one-of-a-kind head scarves became a beautiful and powerful metaphor for treatment tailored to the individual.
Social Campaign
A direct, human message that helped the campaign break through on social feeds.
Real Experiences
Real patients shared their recurrence scores and treatment journeys.
Patient video
"Scarves" — patient film
Ecosystem
One idea, carried across every touchpoint.
