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Driving the Cologuard Brand: An Interview with Director of Marketing Leigh Myers

Exact Sciences continues recruiting heavily in an effort to support the strong early adoption of Cologuard. To support our hiring initiative, we are publishing Q&As with Exact Sciences team members. This month’s discussion features Leigh Myers, Exact Sciences’ Director of Physician and Patient Marketing. To view open positions in marketing and sales, visit our Join Our Team page.

Having spent most of her career in consumer goods, Leigh Myers decided to join the Exact Sciences team in order to play a part in the fight against cancer. Leigh is motivated by helping people take control of their own health and is able to do that in her everyday work by generating awareness and increasing knowledge around Cologuard. Learn more about her story:

WHEN AND WHY DID YOU JOIN THE EXACT SCIENCES TEAM?

I started working at Exact Sciences in March 2014. It was an exciting time as we prepared for the launch of Cologuard. The fast-paced atmosphere allowed me to learn a lot about the healthcare industry and the unique dynamics of the company in a short amount of time.

I previously worked at Kraft and General Mills and while I loved marketing consumer goods, I wanted to be part of something bigger. People always say “well, we’re not curing cancer,” but at Exact Sciences, it’s actually our goal to play a role in eradicating cancer.

It’s rewarding to help patients get the information they need to get screened, especially those who otherwise wouldn’t have.

WHAT WAS IT LIKE ENTERING THE FIELD OF HEALTHCARE WITHOUT HAVING PREVIOUS EXPERIENCE IN THE INDUSTRY?

Regardless of the industry, to be a good marketer you have to figure out the needs of the people you’re trying to serve and how best to meet those needs.

I’m fascinated by what I learn from observing how patients and physicians respond to Cologuard and the experience has given me unique perspective on healthcare overall and colon cancer specifically; it’s made me a better-rounded marketer and leader.

On a large scale, I’m inspired to work and contribute to minimizing the impact of cancer.

PROVIDE AN OVERVIEW OF YOUR POSITION AND DESCRIBE A TYPICAL WORK DAY.

I lead professional and patient marketing; our team’s goals are to increase awareness and drive adoption of Cologuard.

There is no typical day, but each week has a few common themes. First, I lead an internal team, ensuring everyone has what they need to launch new initiatives, execute projects, helping think through or solve any problems that arise and manage their individual aspects of the business.

Second, I set the direction and provide our vision and goals to several external agencies who help us deliver advertising, media and medical education plans. My role is to brief them on what we’re trying to accomplish, review work and give feedback to make the programs stronger.

Finally, I work very closely with the sales team, helping with training and utilizing marketing materials through sales. I also keep them up to date on our progress and latest initiatives. 

Although I lead the team on these efforts, it’s definitely true that marketing is a team sport and depends upon collaboration; I don’t believe any individual can market well on their own.

WHAT DOES IT TAKE TO BE SUCCESSFUL AT YOUR JOB?

What I love about marketing is that it is a really strong intersection between general management and business leadership. To be a good marketer, you have to be “relentlessly curious” and put yourself in other peoples’ shoes.

Figuring out what is compelling and meaningful to our customers is critical, but prioritizing all our ideas is equally essential to our success – like any business, we have a finite number of resources and we have to advance projects that will get us “further, faster.” I also have to use business skills to think analytically about trends and next steps to help achieve our goals.

WHO OR WHAT INSPIRES YOU AT WORK?

On a large scale, I’m inspired to work and contribute to minimizing the impact of cancer. I’m also motivated by our leadership team, which is incredibly strong and easy to respect. I’ve never worked for a company with leadership that is as transparent and open.

And I love our marketing team. They keep me, and each other, energized with their constant flow of new ideas and their dedication to our mission and our business. We all want Cologuard to be the best brand it can possibly be, and to reach as many physicians and patients as possible.

Leigh and the rest of the marketing team were instrumental in the development of this TV spot advertisement for Cologuard. Click play below to learn more about the product and see the team's marketing strategy in action.

 

Topics: Exact Sciences News

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