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The quicker a disease is diagnosed, the quicker treatment can be given. 

While that may seem like a simple dynamic, it’s not usually the case for most patients. 

This is especially true for some children with rare diseases, who often have to go through numerous referrals and tests during the course of their patient journey. This means more waiting around when time may not allow it.

In recognition of this industry-wide dilemma, GeneDx is stepping forward with its recently launched Diagnosis is Power campaign.

The integrated campaign, which will run through 2026, includes digital media, social and out-of-home.

The clinical genomic testing company, which specializes in diagnostics for rare and ultra-rare genetic disorders, is helping to get kids the diagnostic attention they need as part of this effort.

Working with agency partner DCX Growth Accelerator, GeneDX takes direct aim at the issue of underdiagnosis of pediatric rare diseases. 

Diagnosis is Power puts powerful words into the mouths of kids to help the public understand the scope of the problem at hand. 

Currently, one in 10 patients have a rare disease and more than half of those are babies and children — yet the problem is rarely talked about and scarcely funded.

In a hero spot, children talk directly and bluntly to the camera.

They say a number of short phrases like, “Stop calling me a medical mystery,” “Don’t tell me things don’t add up” and “I’m not just a case number.” 

They then remind the viewer that a diagnosis gives them and their parents the power to take action and for their doctors to make a better plan. The text at the end says, “One test can change everything.”

Possessing one of the largest, rare disease datasets, GeneDx seeks to educate the public about its exome and genome tests, which can take data and translate it into clear answers that help achieve the right diagnosis.

More accurate diagnoses lead to better and more efficient treatment for patients.

The hope, according to Stephanie Kahan, SVP of marketing and brand at GeneDx, is to speed up the process of getting genomic testing more widely utilized. 

Kahan says the company saw an opportunity to give a voice to the children who are suffering through the systems that delay a diagnosis and add unnecessary obstacles. 

“We knew in order to do that, we had to rise above the traditional healthcare marketing and take a more bold approach to creating a conversation on this topic,” she says.

Simplifying a complex message

For Diagnosis is Power, DCX and GeneDx wanted to get to the heart of what pediatric patients in these situations are feeling and thinking. 

They worked closely with patient advocates and families who have gone through years-long diagnostic odysseys trying to advocate for their kids. 

Some of the statements in the campaign are verbatim from mothers interviewed for the project. 

“The hope was to be bold with these bringing this voice to life and then, by capturing that attention, get people involved in education and understanding the depth of the problem that we’re trying to solve,” Kahan says.

A small agency by scale, DCX Growth Accelerator topped some more traditional medical marketing shops because it approached healthcare from a different perspective and simplified the brand’s message, according to Kahan. 

“They listened to us. They heard what we needed to do, they thought about consumers and what they needed to hear,” she adds.

DCX looked at how bigger brands solve problems — a general cultural strategy approach — which helped them take the passion and complex issues that GeneDx deals with on a daily basis and distill it into the Diagnosis is Power platform.

During the caregiver interviews, DCX found out just how disempowering the diagnostic purgatory that many families go through can be. 

“It’s heart wrenching when someone’s waiting five years for a diagnosis and they feel like they’re not getting taken as seriously as they should,” says Doug Cameron, founder and chief strategy and creative officer at DCX. “If you get the proper diagnosis, it changes everything and gives you a path forward.”

Since they had to balance the privacy of the pediatric patients and families they spoke with, the children used in the ads aren’t the actual patients. However, they are speaking the truths of the kids who have been tested and impacted.

For Kahan, the focus is still on the timing. 

She notes that GeneDx is continuing to assemble a coalition of vested stakeholders — namely payers and providers — to order, cover and pay for these enhanced diagnostic tools. 

Kahan says the company’s leadership felt the time was right to call attention to this pivotal moment and empower parents to have a seat at the table.