Setting the stage to make a revolutionary technology routine

A transformative blood test that detects more cancers earlier

CASE STUDY

The challenge

Today, fewer than 30% of diagnosed cancers are caught through routine screening methods—and some of the deadliest cancers have no recommended screening options at all.¹ Exact Sciences is on a path to change the trajectory of cancer detection with their transformative multi-cancer early detection (MCED) technology. Through a simple blood draw, this revolutionary technology can detect many types of cancers at once, making it possible to one day become a part of routine care. But how do you tout the promise of a paradigm-shifting advancement without overpromising too much, too soon?

The solution

We are helping our clients carefully balance the future promise of MCED while remaining grounded in clinical rigor, growing evidence, and their proven reputation in cancer detection. Concepts such as a multi-biomarker class and machine learning approach are complicated but important to make clear in order to build credibility with early adopters—including key opinion leaders, clinical and operational C-Suite and directors, and PCPs. And our messaging needed to educate and empower patients. With a broad and diverse audience, persona and customer-decision journey development were paramount in advance of positioning. Once we laid that groundwork, our team turned the technical into digestible and motivating pre-FDA approval messaging that is helping Exact Sciences generate awareness and gain early leads for their groundbreaking technology.