The audience includes women who have been diagnosed with HER2+ breast cancer and are currently undergoing, about to start or have recently completed treatment. The target audience for this condition is actively seeking information—specifically, women with HER2+ breast cancer seek out information specific to their HER2 status.
The campaign goal was to seamlessly link the HER connection enrollment process, HER connection website and HER2 sisterhood to form one cohesive user experience. Additional goals were to keep the site flexible for future updates and/or program integration to support the brand, to maintain or improve enrollment rates and to encourage visitors to the site to enroll in HER connection.
