Penn Medicine Center for Personalized Diagnostics

The Challenge

When life-changing strides are taken in the fight against cancer, it is often hard to communicate the significance of a new technology or its important role in treatment plans. When one of the leading cancer centers in the world introduced genomic cancer testing, which identifies the DNA of cancer cells to zero in on the most correct treatments, we needed to simplify a complicated process for patients and caregivers.

The Approach

An animated "explainer" video walked us through the genomic testing process, step by step, taking an inside look at what it takes to beat cancer right down to its own DNA.