PCI worked with the NSGC on a media campaign to position its experts on the role of genetic testing in specific conditions, such as cancer, birth defects and genetic disorders.

One of those experts, a veteran genetic counselor, had a compelling story that gave personal weight to her expertise.

After deciding to undergo genetic testing herself, she’d been caught off guard to learn that she had a genetic mutation that put her at risk for breast and ovarian cancer.

She and another NSGC member, an expert in cancer genetics, talked about how people who suddenly learn they may be at risk for a serious illness can benefit from meeting with a genetic counselor. We coordinated a New York City desk side media tour for the two experts, securing interviews and coverage with Vogue, Self, Reader’s Digest, The New York Times and Good Housekeeping

We used a similar approach for MATTER members TapCloud and SafeStart, sharing their origin stories. Our approach won interviews with WGN Radio as well as numerous healthcare and technology trade publications.