While Foundation Medicine is well known for their tissue-based CGP test, FoundationOne®, many oncologists were unaware of their liquid biopsy CGP offering, FoundationOne® Liquid. Not only that, oncologists did not believe the category of liquid testing was equivalent to tissue testing. Foundation Medicine needed to demonstrate that their blood-based test could be just as reliable and accurate — without requiring a tissue biopsy, which is not only invasive, but not always a viable option.
Audacity supported the launch of FoundationOne’s liquid biopsy test by showcasing the high concordance of blood-based CGP with their tissue-based test. We then pulled the liquid test, solid answers concept through print and digital media, optimized for community and academic oncologists as well as pathologists and nurses.
In the first three months, the initial campaign gained over 27.7 million impressions. And with a CTR of 0.3%, 3x higher than expected, we delivered over 1,000 leads in this time frame.
This campaign was so successful that Audacity was asked to extend the creative concept to include Foundation Medicine’s flagship tissue-based CGP test, FoundationOne® CDx, as well as their overall CGP testing portfolio. Each concept extension communicated how one reliable partner offers the comprehensive testing to ensure oncologists can access all the genomic insights possible for their patients.