B2B2C Strategy Case Study — Galleri®
Developing an enterprise strategy for a breakthrough life sciences company
How it started
GRAIL is the parent company of Galleri®, a simple, first-of-its-kind blood test that screens for a signal shared by more than 50 types of cancer. The technology is known by cancer physicians and researchers, but not necessarily by the public, so when the world’s most innovative employers began to offer this test as an employee benefit, their employees need to know about it. That’s where GRAIL sought help.
GRAIL was seeking to build a new kind of relationship with enterprise decision-makers and their employees. They needed distinct, defined positioning, messaging, and content to help employers build awareness and engage employees so they would better understand the benefit offering.
What we did
Program 11 conducted research and discovery to better understand – what are the barriers to employees knowing about this benefit? Understanding this benefit? Using this benefit? We needed insight into the employee mindset and the best pathways to reach these employees.
Our a-ha moment: A significant number of eligible employees were deskless and frontline workers who had no access to company email. We needed figure out how to creatively get in front of them with a complex message and call to action.
Our insights resulted in a thoughtful, results-oriented B2B2C strategy designed to leverage key topics and time periods that matter to diverse employee segments throughout the year, and distribution tactics that would reach all types of employees.
How it’s going
The variety of assets we created helped employers deploy information about Galleri across various channels to educate and motivate their employees to take action. Employers embraced the strategy and incorporated the our content in their employee communications, helping to build awareness and keep Galleri top of mind.
Positive reactions and adoption of the toolkits by employer partners led to an increase in test completions at key inflection points throughout the year. The campaign then grew to encompass new streams of opportunities, including outreach to life insurance distributors, healthcare providers, and other relevant partners.
Employers have grown to trust Galleri as a source of compelling content that they use remind customers to repeat their screenings every year.
