Agendia

Agendia is a developer of genomic diagnostic products for use in the treatment of cancer. With a growing customer base, including many major hospitals and clinical institutions, the company was focused on supporting physicians with complex treatment decisions and improving the lives of breast cancer patients.

Agendia has three major competitive brands in the space ­­— Genomic Health (Exact Sciences), Myriad Genetics, and Foundation Medicine (Roche). And at the time Agendia approached us, all three recently underwent major transformations, everything from recalibrating their brand vision to redesigning their identity to fully merging with a global pharmaceutical giant. The result of all this activity may be some residual confusion as to which company is which, and what exactly they’re doing.

As we considered Agendia’s own transformation, our first task is to develop a position that will simply, clearly – and with a sense of urgency – define and differentiate Agendia in this evolving marketplace. So, we revisited all messaging to be more direct and more descriptive. We wanted site visitors — primarily HCPs — to have a clear understanding how Agendia fit into their patient’s treatment journey.

While the campaign was very direct on the HCP side, we launched patient-facing initiatives that had more emotion. We created an unbranded site, KnowYourBreatCancer.com, to encourage patients to ask their doctors about genetic testing. Additionally, we partnered with artist, Andrea Caceres, to illustrate real patient stories, and we shared them via social media and the hashtag #IAMHERE. 

Together, these efforts had a tremendous impact on Agendia’s engagement, HCP clarity, and sales.