stakeholder clarity for a complex mission
Omico is a national not-for-profit transforming cancer care through precision oncology. Their mission spans patient care and research by matching Australians to targeted clinical trials through free genomic profiling, and building a collaborative national network that boosts cancer research and positions Australia as a preferred destination for industry-led studies.
With a lofty and growing stakeholder community, Omico needed to raise awareness and ensure that each audience understood their role within their mission. We partnered with Omico to build a cohesive communications framework that delivered consistent, relevant messaging to stakeholder groups at the time of launch and as they continued to grow.
The CHALLENGE
Omico operates across an interconnected landscape that includes researchers, clinicians, government, industry, patients, and advocacy groups. Each audience requires tailored communication, which becomes more challenging given the intricate nature of the work itself. Genomics, precision oncology, and Omico’s trial-matching model involve scientific and operational details that are difficult to simplify without losing accuracy. Without clarity, stakeholders may not fully understand how the process works or why it is important.
Omico needed a communication framework that could simplify the science, maintain credibility, and show each stakeholder their role in improving outcomes for patients.
Clinicians needed to know when and how to refer
Patients, families, and advocacy groups needed accessible explanations of genomic testing that were hopeful but not overstated
Government and industry needed to understand the economic value of investing and partnering
The challenge was to bring clarity to a highly technical mission and ensure every stakeholder understood their part in it.
the solution
Our goal was to help Omico communicate a technical model in a way that each stakeholder could understand and act on.
Message positioning workshops: Working with Omico’s core teams and partners, we defined communication objectives, mapped audience needs, and identified where clarity was most essential.
Audience-specific messaging: Created tailored messaging frameworks for each stakeholder group to ensure each audience received the information most relevant to them.
Development of clinician-focused materials: Produced HCP materials that explained Omico’s model, referral pathways, and the value of genomic screening. We continued to refine ongoing communication informed by real questions gathered from webinars and live events.
Patient-facing storytelling: Developed clear explanations of genomic testing that balanced accuracy with accessibility, supported by real patient experiences to help families understand the process and impact.
Industry-focused efficiency story: Developed a business-led narrative designed specifically for industry, focusing on why Omico’s pre-screened pool improves trial efficiency, shortens recruitment timelines, and delivers meaningful savings across the R&D process.
This approach helped every audience understand the science, the model, and their role within it, ensuring each stakeholder could see the value for them and what they needed to do next.
the results
By creating clarity across a complex model, the communications framework improved understanding, engagement, and alignment across Omico’s stakeholders
Improved clarity: Stakeholders reported an understanding of Omico, the trial-matching process, and the value of genomic profiling.
Greater stakeholder action: Clinicians actively referred patients, patients and families asked their doctors to be referred, and industry and researchers better recognised how Omico’s model could provide a more efficient recruitment process and overall trial efficiency.
Strengthened reputation: Consistent, credible messaging supported Omico’s standing as a trusted organization leading the way in precision oncology in Australia.
