The idea of using genetic screening for risk of hereditary cancer is just starting to gain traction. Myriad Genetics needed to gain awareness and drive orders for their MyRisk with RiskScore product.
Get OBGYNs educated and motivated to get their female patients screen with MyRisk with RiskScore for Breast Cancer Awareness Month.
Even though women are much more open speaking about breast health, especially among younger audiences,
most women don’t understand enough about genetic testing, cancer risk and feel like even if they knew
they were at risk, there is nothing they could do about it, so why know now?
A survey of women age 25-64 commissioned by Myriad revealed the following statistics:
Based on the results of this study, we knew there was a huge opportunity to engage OBGYNs and educate them on many of the misperceptions women have about Breast Cancer, their risk and how genetic testing can help. We believed that it was a conversation best had with BOTH the OBGYN and patients. We created materials that educated both the OBGYN and their patients and gave them the reason to get tested; To get ahead of breast cancer with MyRisk wth RiskScore.
“We’ve had providers talk to us about it, we’ve had patients mention it and we’ve had some of our technical teams mention it. When you get an idea like this that everyone engages with and wants to talk about, you know there’s something special.”
Marie Mount Senior Director of Marketing, Women’s Health // Myriad Genetics