FOR THE LOVE OF THE THYROID
From disposable gland to object of adoration
PRELAUNCH BOOTH EXPERIENCE
To prepare the market for the first diagnostic to reliably categorize indeterminate thyroid nodules as either benign or cancerous, our job was to shift the endocrinologist mindset: move them from thinking of the thyroid as a gland easily removed without serious repercussions, to thinking of it as a precious, beautiful part of the body worth saving.
LAUNCH AD
Afirma presented the thyroid in its glorious vulnerability, dramatically lit, and completely at the mercy of the scalpel. The question asked to the surgeon was this: Why would you cut into your trusting patient to remove their thyroid when you may not have to?
SALES AID
The data weren't intuitive. The science wasn't well understood. The need wasn't obvious. And yet we told the concise and persuasive story of why the current standard of care was good enough, how the Afirma technology platform was unique, and who truly benefits from avoiding unnecessary surgery: patients.
