Challenge 

In the dynamic landscape of prenatal genetic testing, our client Myriad Genetics wanted to generate awareness and stimulate test orders for their product, Prequel. With limited market share in a mature market, Myriad sought to break new ground by targeting OB-GYNs and establishing Prequel as the go-to solution for early (10 weeks) and effective (99.9%) prenatal testing for patients with any body mass index (BMI).

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Objective

Our objectives were to build awareness, create a buzz, and generate appointments for educational lunch and learn meetings where Myriad representatives could showcase the unparalleled advantages and convince OB-GYNs to order Prequel screenings for their pregnant patients wishing to have genetic testing.

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Solution 

Created DM out of data tables from their lab research

• Targeted through segmentation research–specific private OBGYN practitioners—select practices

• Themed series of 5 emails

• Retargeting with banner ads

• Two flights of direct mail—one light touch, one high-impact

• Landing page to focus on DM offer

• Telemarketing to practice managers to book rep meetings
   

Results 

To date, this campaign has generated a total of 67 lunch and learn appointments. Additionally, an impressive 102 requests for more information via email demonstrated the keen interest our campaign had sparked among our target audience of approximately 1,000 practices. This response rate of nearly 17% underscores the effectiveness of our integrated campaign approach. Through this effort, Myriad not only succeeded in building awareness but also established meaningful connections with OB-GYNs, laying the foundation for increased market share.