Myriad Genetics
Sr. Art Director
At S50, I led creative on two Myriad Genetics campaigns, “Get Ahead of Breast Cancer” (award-winning) and “For the Tireless”. The focus was simple: keep the message clear and human, drive click-through to supportive content, and motivate patients to talk to their doctors about screening.
Get Ahead of Breast Cancer
Award-winning national awareness campaign
Problem
Motivate OBGYNs to recommend MyRisk® + RiskScore® during Breast Cancer Awareness Month—using messaging that stays serious and credible without scaring off the audience. Tone needed to be clear, reassuring, and engagement-friendly.
Insight
Myriad survey of women ages 25–64 revealed major knowledge gaps: ~80% with family history haven’t tested, 34% don’t think they qualify, 34% don’t know how
to ask, and nearly half don’t know the next steps.
Solution
A conversation-driven campaign for providers and patients that corrected misconceptions and made the next step feel simple, clear, and actionable.
KPIs + ROI impact
Record provider engagement
Local press helped drive patient inbound interest
October became the highest provider-order month of the year
Strong performance led to updates + re-runs in 2023, 2024, and 2025
My role
Senior Art Director — led concept and art direction in close partnership with
copy leadership
Provider Education (Point-of-Care)
A conversation-first campaign that helped turn education into action, supporting provider engagement, patient inbound interest, and the strongest ordering period of the year, with updates and re-runs in 2023, 2024, and 2025.
Social and Digital
The campaign didn’t stop in the exam room. We brought it to social with a bold, approachable visual system that made the message easy to engage with and share. Paired with in-office materials, that consistency helped build awareness and real-world action, with more patients coming into appointments already asking their doctors about genetic testing and
next steps.
Events + Community Outreach
The campaign also appeared in person, with creative features at major medical conferences and shared through cancer support groups. That visibility helped extend education beyond the clinic, spark peer-to-peer conversations, and make it easier for patients and survivors to ask for information about BRCA testing and next steps.
For The Tireless
Problem
Previously high-ordering breast surgeons had lapsed (12+ months), driven by perceptions that Myriad germline testing was costly, lacked patient support, and was difficult to work with.
Solution
Video-led win-back campaign across streaming/online video, LinkedIn, OOH, and digital banners—driving to a supportive landing page and repositioning Myriad as an empathetic, reliable partner in the germline testing experience.
KPIs + ROI impact
+30% increase in landing-page inquiries
+18% lift in test requests vs prior years
Result: re-engaged lapsed high-value surgeons and increased demand for germline testing.
My role
Senior Art Director — co-led concept and art direction with Associate Creative Director (copy).
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