MUSE Gold

2022

ONE Testing Partner

Entrant Company

Audacity Health

Category

Branded Content - Healthcare & Pharma

Client's Name

Foundation Medicine

Country / Region

United States

Foundation Medicine is a leader in precision oncology with their comprehensive genomic profiling (CGP) diagnostic tests that can guide treatment decisions for patients with cancer. Oncologists and Pathologists use CGP to identify the best therapeutic or clinical trial options for their patients. Foundation Medicine is well known for its tissue-based CGP test, FoundationOne® CDx; however many Oncologists were unaware of their liquid biopsy CGP offering, FoundationOne® Liquid. They needed to demonstrate to Oncologists that their blood-based test could be just as reliable and accurate, without requiring an invasive tissue biopsy. To raise awareness and overcome some of these market challenges, Foundation Medicine partnered with Audacity to support the launch of their liquid biopsy test. Our approach showcased the high concordance of blood-based CGP with their tissue-based test. We pulled that through in a patient-forward concept that clearly demonstrated this point: Liquid test. Solid answers. With a CTR, 3x as high as expected at 0.3%, we were able to deliver over 1,000 leads in the initial three months of the campaign. With the success of this program, Foundation Medicine reengaged with Audacity to extend the creative concept and develop the brand strategies for their flagship tissue-based test, FoundationOne® CDx and another for their overall CGP testing portfolio. For FoundationOne® CDx, the creative leveraged the same patient-centric approach while clearly communicating its comprehensiveness. This ensures Oncologists have all the genomic insights possible in just ONE test to uncover the best treatment option for their patient. Everything revolves around the patient. Similarly, we developed a concept for the entire testing portfolio built on the same central theme - ONE reliable partner with all the testing options their patient might need: One proven portfolio of tests + services. That's our foundation. We leveraged diverse, empowered, patient-centric imagery surrounded by a broad list of actionable genes that are included on the FoundationOne panels. This campaign ran for over 18 months. The copy was tailored for events and specific cancer types as needed with tremendous success to further extend their market leadership position.

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