Myriad Genetics
Sr. Art Director
At S50, I was Senior Art Director on “Get Ahead of Breast Cancer” (award-winning) and “For the Tireless” for Myriad Genetics. Working closely with the Senior Copywriter, VP of Strategy, and CCO, I helped shape creative that supported campaign ROI by moving people from awareness to action, with a clear focus on patient motivation to speak with their doctors about screening. The creative system was designed to strengthen message clarity and engagement, then drive click-through to content that made the next step feel simple and doable.
Get Ahead of Breast Cancer
Award-winning national awareness campaign
The Challenge
Educate and motivate OBGYNs to encourage eligible patients to undergo screening with MyRisk® and RiskScore® during Breast Cancer Awareness Month.
The Insight
Women talk about breast health more, but many don’t understand genetic testing or what to do with results. A Myriad-commissioned survey (ages 25–64) found: ~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 next steps.
The Solution
We created a conversation-driven campaign built for both providers and patients, correcting misconceptions and making the “next step” feel clear and doable—so more women could get ahead of breast cancer with MyRisk® with RiskScore®.
Results
Record provider engagement, with materials that stayed visible and top-of-mind
Memorable local press impact, driving patient inbound interest
October delivered the highest provider orders of the year
The 2022 campaign performed so well that it was updated and re-run in
2023 & 2024
For The Tireless
Problem
Breast surgeons were drifting away from Myriad Germline testing due to perceptions that Myriad lacked patient support, was too expensive, or was hard to work with. The target audience included surgeons who previously ordered consistently, but hadn’t tested with Myriad in 12+ months.
Outcome (KPI/ROI)
The campaign drove +30% more landing-page inquiries and an +18% lift in test requests versus prior years.
Work + idea
A video-led and digital campaign spanning streaming/online video, LinkedIn, and OOH, Digital Banner ads, built to drive surgeons to a supportive landing page. “For the Tireless” acknowledged the reality of their work and positioned Myriad as a committed partner improving the germline experience.
My role
As Senior Art Director, I co-led art direction and creative strategy with my Associate Creative Director (copy), shaping the concept and executions to feel human, differentiating, and performance-driven.
Channels: Streaming/online video, LinkedIn, OOH, Digital Banner
Audience: Lapsed breast surgeons (12+ months)
KPI lift: +30% inquiries, +18% test requests
Music will start when video plays
