Driving national awareness of the impact of precision oncology in Australia
/Overview
Precision oncology uses genomic profiling to identify the molecular drivers of cancer and match patients to precision treatments. This approach is transforming cancer care globally, enabling more personalised treatment pathways, especially for people with incurable or rare cancers.
In 2025, Cube supported Omico to increase awareness of the impact of precision oncology and to use that evidence to help drive policy solutions. By developing and launching an Impact Report, we created a reputable proof point to support Omico in national funding discussions and to encourage real progress towards the mainstreaming of precision oncology into cancer care. Through strategic communications, patient storytelling and the launch of a landmark policy report, Cube helped elevate the conversation around equitable access to precision oncology, and keep it front of policymakers’ minds.
/Challenge
Despite rapid advances in genomic medicine, access to precision oncology remains inconsistent across Australia. Many people with incurable or rare cancers are unable to access genomic profiling that could help to identify precision therapies matched to the molecular profile of their tumour. The challenge was to translate complex scientific evidence into clear and compelling narratives that demonstrated the real-world value and impact of precision oncology. Communications needed to highlight the human impact of genomic profiling while also presenting evidence of its broader health system and economic benefits.
/Solution
Cube delivered an integrated media and policy campaign built around real patient experiences, health economics, and the need for national health system reform. The program combined earned media, patient stories, social media amplification and the development and launch of Omico’s inaugural Impact Report in Parliament.
Impact
National media coverage expanded awareness
Cube secured strategic media placements through a series of exclusives and media activations which generated coverage across major national outlets, reaching an estimated 15.6 million people through ABC platforms (online and radio) and 9.8 million through syndicated coverage in a leading metropolitan newspaper, The Sydney Morning Herald.
A national policy moment for precision oncology
Cube led the development and launch of Omico’s first-ever Impact Report at a Parliamentary event attended by Health Minister, Mark Butler, which generated widespread TV media coverage and a front-page story in The Australian. The launch of the Report at Parliament House generated 93 media items and an estimated reach of 19.3 million, helping elevate precision oncology in national health policy and community conversations.
Patient stories humanised precision oncology
Stories from patients whose cancers were genomically profiled illustrated how molecular testing can match individuals to precision treatments and extend survival. Video and static content was used across media, events and social to powerfully humanise the impact of precision oncology.
Supporting momentum for healthcare innovation
By combining evidence, advocacy and storytelling, the campaign contributed to growing awareness of precision oncology as a key component of cancer care in Australia.
Why this matters for healthcare communications
This campaign demonstrates how strategic communications can translate complex scientific concepts such as genomics and precision oncology into compelling narratives understood by the public and policymakers. Through patient storytelling and evidence-based messaging, communications can help strengthen recognition of the need and build urgency to adopt precision oncology within national health systems.
TESTIMONIAL
Omico has built a strong evidence base demonstrating the impact of genomic profiling and precision oncology for Australians facing cancer, as well as its broader value to the Australian economy. Making sure that evidence is understood by clinicians, policymakers and the community is critical and Cube’s expertise, sector understanding and agile, multi-channel approach helped bring that to life in a clear and meaningful way.
Collaborating with Cube has been an immensely positive experience. Cube has demonstrated an excellent understanding of our goals and values, ensuring every aspect of the communications plan aligns with GSK’s mission. Their proactive approach in identifying opportunities and potential challenges has been a key factor in the success of our communications efforts. With meticulously planned execution of media engagements, the team’s professionalism, enthusiasm and creativity have exceeded our expectations, making them an indispensable business partner.
Working with Cube has been a remarkable experience. Like BeOne, they are a small team with big ambitions. Time and again, Cube has proven to be an effective, reliable, and responsible partner. They bring enormous energy, detail and innovation to every project and have helped BeOne achieve the highest goals and meet the tightest timelines. For every idea, they have a solution ready.
Cube has partnered with Biocelect managing the arrival of a COVID-19 vaccine to Australia and New Zealand. The team has worked attentively and collaboratively with Biocelect and the US team in managing the challenging pandemic and vaccine dynamics as they evolve. They have applied their strategic communication, crisis management and media skills to be pre-emptive and agile in preparing for and managing local media and political commentary. They are responsive, professional, a pleasure to work with and, like Biocelect, hardworking!
We brought Cube in as an external agency to support us with a communications initiative for one of our products in 2019. Now – I don’t know what I would do without them! They are no longer viewed as ‘the agency’, but integral to the Novartis team – as partners and strategic advisors. Now working across multiple portfolios, Cube consistently bring their high-level strategic insight, laser focus for detail, and deep expertise across the entire gamut of communications. I would highly recommend Cube to anyone looking for a nimble yet well-rounded agency partner.
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