Hereditary cancer patient education

Invitae · 2024

Content strategy · Scientific translation · Script development · Creative direction

The opportunity

Invitae's existing hereditary cancer education video was more than eight minutes long and asked patients to absorb a significant amount of complex information at once.

We saw an opportunity to make the experience more focused and useful by simplifying the content and recognizing that patients come to genetic testing with different questions depending on whether they have a personal history of cancer or are trying to understand their future risk.

My role

I led content strategy and script development for the new patient education experience, translating complex genetics concepts into clear, approachable stories for two distinct patient audiences.

I partnered with internal subject-matter experts and our production partner, The Like Minded, and provided creative and voiceover direction to keep the experience calm, human, and accessible without sacrificing scientific accuracy.

The approach

Rather than create another comprehensive explainer, we designed shorter experiences around what each audience most needed to understand.

One video speaks to people with a personal history of cancer or a recent diagnosis; the other to people without a personal history who want to better understand their risk. Both use plain language, focused information, and a calm visual and verbal approach to make hereditary cancer testing easier to understand.

Two audiences, different starting points

For patients with a personal history of cancer or a recent diagnosis

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For patients seeking to understand their hereditary cancer risk

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