Multiple Myeloma Research Foundation
Making a simple case for knowing your genomic makeup.
The Complexity
Multiple Myeloma is a rare cancer and like all cancers, a diagnosis fills patients with fear. The MMRF, a leader in developing precision medicine treatments for Multiple Myeloma, was looking to provide its Community Gateway (an online community supporting a group of patients) with a simpler way to access, research and hopefully find appropriate clinical trials. A big part of the effort was to help patients understand the importance of considering their genomic makeup when looking for trials as much of precision medicine is molecularly targeted. Sound like heady material? It is. And we had to make it easier.
What We Did
We worked with the MMRF to understand the data points that impacted how clinical trials recruited patients. We matched this with an interface that started out with Google-like simplicity and then added a series of filtration options that covered everything from an individual's myeloma-related genetic mutation to how far they were able to travel for treatment. Working with the MMRF's development partner we provided the entire user-experience and design and began working through a system of trial alignment ratings that would allow patients to see the most relevant trials in weighted order.
The outcome:
The Community Gateway membership expressed great interest in the new trial finder. Use of the tool increased by over 140%. Patients, by mere virtue of using the trial finder, were "educated by the interface" - becoming aware of the importance of getting your genomic profile drawn. This is a key goal of the MMRF - to be able to gather deep data about patients to fuel the organization's research efforts. So we made getting your gene mutation identified valuable to the patient's search and in doing so, helped the MMRF with their research.
NOTE: This project was done in the employ of Source Marketing, MMRF's agency.
“I have worked with many creative and marketing partners and they are one of the best. Their leadership, attention to detail, digital design knowledge, creative talents and patience makes them an absolute pleasure to work with. ”