Mayo Clinic, ranked the #1 ‘World’s Best Hospital’, sought to launch GeneGuide™, a consumer genetic testing product, in a market dominated by lower-priced, silicon-valley backed, competitor 23andMe. We developed a research-backed, go-to-market strategy, including branding, packaging, and a companion app, that differentiated GeneGuide™ by emphasizing Mayo Clinic’s trusted expertise, data privacy, and personalized health insights. Through rigorous testing, we identified optimal price points, target demographics, and effective messaging. Our integrated media plan, included social media, out-of-home advertising, streaming radio, and digital publications, and achieved a 32% improvement in cost-per-acquisition and a 26% increase in website traffic.
Client
Mayo Clinic
Year
2022
Services
Research & Strategy
Media Planning and Buying
Messaging Strategy
Packaging Design
Digital Advertising and Marketing
Audio and Streaming
Print & Digital Design
Direct Mail
Influencer Marketing
Social Media Advertising
Photography, Videography and Animation
In-Store Display
UI/UX Design
Out of Home
“Big Idea emerged as the clear vendor of choice. Their breadth of knowledge and experience, their depth of questions, understanding and their proven ability to produce high quality deliverables on-time and on-budget ensures they will be a valued partner for years to come.”
— David Weiss, Marketing Manager, Mayo Clinic
Success
32%
Decrease in cost per acquisition
33%
Increase in ad clicks
26%
Increase in website traffic
