Enrollment in Genentech's breast cancer support RM program was declining. The HER Connection program had plenty of great information, but it came across data heavy with a tone that was highly clinical. The  program needed a new strategy and objective. 

We began by evaluating the WIIFM—What's In It For Me—and found that the program was hiding many offering that women were looking. We had an opportunity to bring these front and center. 

Then we rethought the entire message cadence to deliver timely, well streamed content throughout a woman's Breast Cancer treatment and beyond. 

A tone shift was essential. We took all of the clinical data, and repackaged it in the voice of a knowledgable big sister. I drew on my own experiences talking with people going through cancer therapy to develop the voice of someone who's always there to encourage you, but also tell you how it is from time to time. 

The relaunch of HER Connection program rapidly boosted enrollment and long-term engagement with the program.