B2B2C Strategy Case Study — Galleri®
Developing an enterprise strategy for a breakthrough life sciences company
The Problem
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. But when the world’s most innovative employers offer this test as an employee benefit, their employees need to know about it. That’s where GRAIL sought help.
GRAIL was seeking a thoughtful, results-oriented B2B2C strategy with distinct, defined positioning, messaging, and content to help employers build awareness and engage employees so they would better understand the benefit offering and request the test from a healthcare provider.
The Program
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 research resulted in an actionable B2B2C content strategy designed to leverage key topics and time periods that matter to diverse employee segments throughout the year (e.g., open enrollment, New Years, Minority Health Month and World Cancer Day).
We then identified a variety of assets that employers could deploy across various channels to educate and motivate their employees to take action, and created toolkits of content that included announcement emails, communication tips, digital resources, and brand messaging. Employers embraced the strategy and incorporated the resulting content toolkits in their employee communications, helping to build awareness and keep Galleri top of mind.
The Results
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.
A new suite of follow-up assets were requested – using the themes and topics we initially identified – to remind customers to repeat their screenings every year.
