Personalis
Preparing an oncology company for the next stage of growth
What we did:
Qualitative research · Message development · Medical decision journeys · Positioning · Ideation · Brand strategy and development
Challenge
In the story of precision medicine, we are at the end of the beginning. Personalis had already proved itself as a trusted genomics partner, and was looking to further its reputation in the precision medicine and diagnostics market. The company was ready to focus its long-term strategy by developing relationships with multiple touch points of care. To do so, Personalis needed to optimize its brand to resonate strongly both with today’s audiences and tomorrow’s evolving precision medicine landscape.
Insight
Every decision along the cancer journey is personal. Together, patients and oncologists fight cancer through cycles of intervention, response, and relapse — and oncologists are burdened with repeatedly making the right choice on behalf of each patient. Yet today’s tools and tests focus on monitoring as a passive approach — they don’t enable the ability to look beyond other milestones in that journey.
Solution
Personalis is building a new standard of diagnostics that empowers care teams with the information they need when they need it and tracking variants for potential changes to cancer, so oncologists know what’s next, sooner. Personalis’ new brand strategy acknowledges the personal journey—from internal audiences and scientists to the oncologists and patients on the front line in the fight of their lives. The new brand encompasses multiple future scenarios, as Personalis grows into precision diagnostics for specific disease areas and indications.