B2B2C Strategy Case Study — Galleri®
Building trust and access for a breakthrough cancer-screening benefit
How it started
GRAIL, the company behind the Galleri® multi-cancer early detection test, was preparing to launch a first-of-its-kind benefit through employers. The science was extraordinary: a simple blood test capable of detecting dozens of cancers before symptoms appear.
But introducing a new category of cancer screening required more than awareness — it required trust. Employees needed to understand the value and process. Employers needed a clear, consistent way to explain it across workforces that spanned desk-based and field roles. Without a unified, human-centered experience, the innovation risked getting lost in translation.
What we did
We started by auditing how Galleri was being introduced inside organizations: the timing, tone, and delivery channels. Then we interviewed benefit administrators, HR leads, and employees across industries to understand not only what they heard — but what they never saw.
Our A-ha moment came when we realized that much of the intended audience was completely out of reach. The majority of eligible workers were deskless or off-email, meaning the traditional benefit experience simply never reached them. It wasn’t a messaging problem. It was an access problem.
That discovery reframed the entire rollout. We helped GRAIL design the experience delivery system for Galleri:
Mapped three parallel journeys — employer, employee, and provider — to see where communication broke down and trust could be reinforced.
Developed modular toolkits that employers could deploy across channels: digital for corporate teams, printed for field and shift workers, and visual assets for shared spaces like break rooms and team huddles.
Created plain-language explanations and visual storytelling that made the science clear, human, and actionable.
Trained employer partners and advocates to introduce the benefit in person, closing the gap between awareness and action..
How it’s going
The new experience design re-connected the benefit to the people it was built for. Employers integrated the materials into onboarding, open enrollment, and workplace wellness programs. Participation and test completions grew among previously hard-to-reach groups — proof that access was the missing link.
More importantly, the experience changed how enterprise decision-makers perceived Galleri itself. Instead of a distant medical technology company, it became a trusted, approachable partner in cancer prevention — one that met their employees where they were, in language and formats that respected how they live and work.
GRAIL didn’t just launch a test; it built an experience that made early cancer detection feel possible, personal, and real.
