Foundation Medicine (FMI) was seeking an agency of record to focus on DTC promotion for their FoundationOne CDx test. It is the first FDA-approved broad companion diagnostic test for solid tumors, and provides comprehensive genomic results that can lead to therapy treatments.

The objective of promotional tactics is to engage patients and caregivers, enable them to ask for the test by increasing awareness of diagnostic testing, and help them make more informed coverage decisions. Our agency won this new business as a result of this pitch work.

Watch Video

The challenge was to create broadly appealing tactics, which would drive action without over-promising results. This mock TV spot for FoundationOne CDx is intended to inform and empower by introducing a strong mnemonic during an emotional and pivotal moment in cancer treatment.

Both print ads and TV spots would direct patients and caregivers to StartWithStepOne.com, a modular site designed to act as the hub for the campaign. The site contains more information about genomic profiling, patient stories, and details about the Foundation test. To provide a personalized experience and the most relevant information to the user, the site reorganizes itself depending on the user’s point of entry. This is the main home screen, shown when the user types in the URL.

Targeted display ads can reach patients and caregivers who are most likely to be curious about FoundationOne CDx. Multiple ads would be created for different types of cancer, and displayed where appropriate based on user data.

Clicking on a targeted banner leads directly to the corresponding targeted version of the site, with imagery, content, and resources curated specifically for different types of cancer.

A personalized portal would be available to patients who take the test as part of their treatment. Here, they can track their sample’s progress, sign up for text or email updates, and access information about the test, how it works, and what to expect.

A personalized email RM stream keeps them engaged with brand content. Optional text updates keep patients informed of their sample’s progress.