Genetics thought leadership campaign

Labcorp · 2025

Narrative strategy · Editorial leadership · Integrated campaign

ANA B2 Award winner

The opportunity

Following Labcorp’s acquisition of Invitae, genetic counselors were a critical audience to re-engage. Rather than lead with products or corporate messaging, we developed a research-driven thought leadership platform built around their perspectives, priorities, and evolving role in patient care.

The result was The Pulse of Genetic Counselors: an integrated campaign designed to create value for the audience first while strengthening Labcorp’s relevance in the genetics community.

My role

I led narrative strategy and editorial direction for the campaign, working with internal partners and Digitas to translate audience research into a cohesive thought leadership platform.

Research synthesis · Narrative development · Editorial strategy · Content direction · Integrated campaign

The approach

We started with the audience. Research into genetic counselors’ experiences and priorities gave us a foundation for a narrative that reflected the realities of their work—not simply the messages Labcorp wanted to communicate.

That research became the backbone of a thought leadership platform spanning original insights, editorial content, and an integrated campaign designed to meet genetic counselors across channels.

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From research to campaign

The research created a foundation for stories that could extend across channels, from genetic counselor perspectives and social content to broader conversations about the role of genetics in personalized care.

Genetic counselor storytelling across social

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