Roche CGP — Hyphen Brands
Case Study

Roche CGP

Roche · Foundation Medicine · Thailand
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Discipline
Healthcare Communication · ATL · On-Ground Activation
Client
Roche — Foundation Medicine
Scope
Strategic Positioning · Print · Digital · Activation
The Brief
Cancer is most often detected in its later stages — when the fight is hardest. Comprehensive Genomic Profiling (CGP) by Foundation Medicine can find the DNA mutations driving a patient's specific cancer, enabling targeted, personalised treatment. The challenge: make CGP the first test Thai patients and their families ask for, the moment a cancer diagnosis is made.
Behaviour
CGP became top-of-mind at the moment of cancer diagnosis — actively asked for by patients and families across Thailand
Reach
A campaign across print, digital, on-ground hospital activations and a Google search takeover targeting cancer-related queries
Recall
The answer to every cancer question was one word: CGP — hammered consistently across every touchpoint until it was unforgettable
01
Across the world, cancer is claiming innocent lives by the day. The need of the hour is early detection — and a test specific enough to guide what happens next.
More often than not, cancer is detected in its later stages. Yet modern medicine has advanced to a point where early, genomic-level screening can change the prognosis entirely. Comprehensive Genomic Profiling — CGP — goes deeper than standard testing: it analyses hundreds of genes linked to cancer, identifies the specific DNA mutations driving growth, and helps oncologists match each patient to the targeted therapies and clinical trials suited to their unique genomic profile. This is precision medicine. The challenge was to make it known, understood and actively sought by patients who had never heard of it.
Roche CGP — Healthcare Campaign
02
The fight against cancer is as much about the individual as the family. The campaign had to equip both — with the right knowledge, at the right moment.
Understanding the Thai audience was the foundation of the strategy. Thai people have a deep attachment to family — it is one of the strongest bonds in the community — and their cancer journeys are shared journeys. They have a deep respect for US-approved medical methods, which worked in CGP's favour: Foundation Medicine's test is USFDA approved, and that credential carried significant weight. They also follow the lead of trusted public figures. Every one of these insights shaped a different layer of the campaign — from the family-centred print communication to the celebrity survivor stories to the on-ground hospital activations.
Roche CGP — Print Campaign
Roche CGP — Family Communication
03
One of the biggest challenges in the fight against cancer is not knowing what to do next. CGP became the answer to that question — across every medium, every touchpoint.
The campaign idea came from the brand's truth: CGP is the test that answers the one question every cancer patient asks — 'What next?' The creative strategy was to make CGP the answer to that question, repeatedly, memorably, across every context in which cancer was discussed. Print executions featured thought-provoking cancer-related questions — questions that families and patients genuinely ask, questions that carry real weight — with a single, consistent answer: CGP is the first step in the fight against cancer. The test name was made prominent and memorable in every execution, hammered in until it could not be forgotten.
Roche CGP — On-Ground Activation
Roche CGP — Hospital Touchpoints
Roche CGP — Digital Campaign
04
For Thai people, good health is an important measure of life, and family is one of the strongest bonds. The campaign used both truths to build a communication that felt warm, factual and hope-giving.
The campaign's emotional intelligence lay in its tone: warm, friendly and reassuring, while always providing solid facts. Print executions depicted various familial relationships — mother and daughter, father and son — with questions that arose naturally from the cancer experience, and answered every one with CGP. On-ground activations placed magic mirrors in hospital washrooms with CGP messaging — reassuring patients at their most vulnerable moments with accurate information. A Google search takeover ensured that anyone searching for anything cancer-related encountered CGP as the first answer. Celebrity survivors whose stories were told through the campaign added a final layer of trust and inspiration.
Roche CGP — Precision Medicine Campaign

Roche and Foundation Medicine came to Hyphen with a brief that was both medically specific and emotionally complex: make Comprehensive Genomic Profiling — CGP — the first test that Thai cancer patients and their families actively asked for at the moment of diagnosis. CGP is a form of precision medicine that analyses hundreds of cancer-related genes to identify the DNA mutations driving a specific patient's cancer, enabling targeted immunotherapy and clinical trials tailored to that individual. The challenge was to make this technical, unfamiliar test name top of mind in a moment of intense fear and uncertainty.

The strategic starting point was a thorough understanding of the Thai audience. Thai people are deeply family-oriented — the cancer journey is not an individual's experience but a family's. They have strong respect for US-certified medical methods, which made Foundation Medicine's USFDA-approved status a significant credibility asset. They are generally optimistic in their approach to life, taking each day as it comes, which shaped the campaign's tone: not frightening, not alarmist, but warm, factual and empowering. And they have deep trust in public figures who have faced and overcome adversity.

The creative idea was built on the brand's core truth: CGP is the answer to the question every cancer patient asks. 'What next?' is the most difficult question in oncology. The campaign made CGP the single, consistent, repeated answer to that question — across every format, every medium, every touchpoint. Print executions posed real questions from real cancer journeys, questions that families recognise immediately, and answered every one with the same response: CGP is the first step. The test name was made prominent and memorable in every execution.

The family communication strategy used the relationships most central to Thai culture — mother and daughter, father and son — to make an emotional argument for knowledge over fear. Each execution depicted real familial closeness, real warmth, and used that context to make the information about CGP feel like something given by someone who loves you, not a medical instruction. The tone was visually optimistic: warmth, closeness, the love between people on a shared journey, paired with solid facts about how CGP could help.

On-ground activations extended the campaign into hospitals — the places where the question 'What next?' was most acutely felt. Magic mirrors in hospital washrooms delivered CGP messaging at the precise moment of vulnerability, giving patients and families the right information when they most needed reassurance. Stairways, elevator interiors and other high-traffic hospital surfaces carried the campaign. A Google search takeover ensured that anyone searching for cancer-related information online encountered CGP as the answer. Celebrity survivors whose stories were told with care added a final dimension of trust. The result: CGP became the acknowledged first test in the cancer journey — actively asked for by patients and families who now knew exactly what to request, and why.

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