Healthcare Marketing Impact Awards - 2024

Campaign: Getting Ahead of Breast Cancer
Agency/Firm: S50 Health
Client: Myriad Genetics

After research uncovered that, while many women are open to talking about breast health — especially among younger age groups — most don’t understand enough about genetic testing and cancer risk, healthcare company Myriad Genetics and agency partner S50 Health decided to enter the conversation.

The duo created “Getting Ahead of Breast Cancer,” a campaign designed to engage doctors specializing in obstetrics and gynecology and their patients, particularly those with a family history of breast or ovarian cancer. It launched during October, which is also Breast Cancer Awareness Month, in 2023.

Using newsletters, digital creative assets, patient stories and more, Myriad Genetics and S50 Health clarified misperceptions around breast cancer, risk and how genetic testing can help. The campaign also emphasized that Myriad Genetics’ hereditary cancer test, risk assessment and care plan, called MyRisk, could help patients make “confident, informed decisions about their medical management.”

“Getting Ahead of Breast Cancer” was a rousing success: The month it launched, Myriad Genetics recorded the highest number of provider orders for MyRisk testing in all of 2023, S50 Health wrote in its entry.