Breast cancer-detecting bra
Client: A Healthcare Technology Company
(Project is still ongoing)
Why this project?
. The insight I discovered through 1-1, group and expert interviews set the tone for our launching strategy.
. I found the right partner for our client to license their technology for mass market implementation.
. I learned that some of the projects require more care regarding interviewees’ emotional investment in the study.
Collaborating with our client to build a launching strategy for its smart bra.
Early detection is vital to help halt the spread of breast cancer and permit full patient recovery. That’s why many women endure the discomfort of having their breasts smooshed once a year or every few years as part of a routine mammogram. But what if you were told that you can detect the first signs of breast cancer simply by putting on a bra?
For the past 20 years, our client has been developing and testing a smart bra that claims to provide accurate screening for breast tissue abnormalities. The sensors of the smart bra would use heat sensors to measure the woman's circadian temperature changes within breast cells and then send this data to the wearer's smartphone or PC.
I was very excited to be the lead researcher when they asked us to develop positioning and a go-to-market plan for this smart wearable that has been shown to detect signs of breast cancer months and even years ahead of traditional detection methods.
A health & wellness wearable that would accompany traditional breast cancer diagnostic tools.
Based on the feedback I gained through my group, 1-1, and expert interviews, as well as the desk research findings, I created the brand positioning, which was built around the idea of “Do-It-Yourself” health. This idea speaks to the control and self-determination that women are seeking in general and in their breast health.
In addition to that, my learnings about our user's routines and challenges wearing a sports bra and using our app prototype guided us as we put together different scenarios to understand how this product could best fit into women's lives.
This iterative process also provided key findings that women were most interested in:
. Knowing what to do if an abnormality is detected.
. Improving the accuracy and privacy of their data.
. Providing medical community support and education pieces.
For the Go-to-Market plan, rather than launching the smart wearable as a tool for making a final decision, I recommended our client introduce the bra as a part of a larger, shared decision-making process along with a mammogram.
Also, together with the project team, we suggested our client change their name to better communicate the product and better address the company’s values, as well as its breadth of upcoming product releases.
Since this is a healthcare product that will touch people’s lives and it might take years to go to market, next time I would try my best to avoid creating false hope among participants about the technology.