The Challenge

CureMatch faced two major obstacles when it embarked on its initial direct-to-consumer (DTC) campaign. First, the steep pricing of its products proved to be a deterrent for potential customers. Second, patients were apprehensive about healthcare costs not covered by insurance. Moreover, there was a pressing need for patients to grasp the significance of their physician’s involvement and the Next-Generation Sequencing (NGS) testing requirements necessary for being “CureMatched.” Overcoming these challenges required not only addressing cost concerns but also educating patients about the personalized and effective nature of CureMatch’s services, ensuring they understood the value proposition beyond financial considerations.

• Direct-to-Consumer Campaign Strategy: Conway Marketing Group was enlisted to craft a compelling direct-to-consumer campaign, with the primary objective of elucidating the advantages and motivations behind purchasing the Gift of CureMatch.

• Messaging Development and Creative Assets: Our team meticulously developed messaging strategies and created engaging creative assets tailored to promote digital gift cards for CureMatch reports, while effectively addressing common pain points and streamlining the purchasing process.

• Educational Outreach and Awareness: Through the DTC campaign, our aim was to ensure both patients and healthcare providers comprehended the intricacies and prerequisites involved in undergoing the process of being “CureMatched,” thus fostering deeper understanding and appreciation for the service.

• Brand Strategy and Messaging Optimization: In order to optimize campaign effectiveness, we conducted 3-4 internal stakeholder interviews to gain valuable insights into the patient journey and identify key pain points to be addressed in our messaging strategy.