Sarah Matheson Harris

23andMe

 
 
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23ANDME

communication strategy 


By consistently communicating their practices and giving customers a better sense of ownership and control, 23andMe will better tackle their greatest barriers: fear and misconception.

 

strategy snapshot


current situation

23andMe’s core vision has always been to empower individuals with actionable genetic information. They’ve helped make the category of at-home DNA testing mainstream and accepted by the public.

problem

FDA approval problems and misinformation about their products has created some distrust of the company’s reliability and ethical practices.

objective

Give customers a better sense of ownership and control. 

where does the brand live

Between the doctor’s office and your family tree.

barriers

Fear (of what the might discover) and misconception (of the product/process)

target

The knowledge-seekers of the world.

what can we offer them

Our offerings of ancestral history and vital health information tap into a basic human truth that we all share: curiosity about ourselves.

strategy

You already have the answer, you just need help understanding it. 23andMe unlocks that knowledge so you can begin your journey towards self-discovery.

 
 
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communication


 
 

USER JOURNEY

The product offers a complicated and length user journey which allows us several touchpoint with the consumer. The journey can be broken down into three sections: Awareness, Product Experience, Results. Each offer opportunities to engage the user.

 
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COMMS FRAMEWORK

 
 

TONALITY

Outward messaging should not only excite the user, but also reassure them throughout the process.

 
 
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DIRECT MAIL

To help dissipate any fear during the six week waiting period before receiving your results, we want reassure the customer throughout process that we’re there with them throughout this emotional journey.

 

SOCIAL

 
 

team

Joe Castagna (ST)  •  Sarah Matheson Harris (ST)