Developing a direct-to-patient engagement model


The Multiple Myeloma Research Foundation (MMRF) is the largest non-profit in the world dedicated to finding a cure for multiple myeloma, cancer of the blood. To advance its mission, MMRF needed to collect more patient data to identify the right treatment options for each patient. This meant the business would need to build a new, direct-to-patient model, requiring a deeper understanding of their patients to create the right value in exchange for data.


We partnered with MMRF to launch the MMRF “CureCloud” – an at-home testing kit and digital dashboard displaying personalized treatment options for myeloma patients. We also developed an end-to-end patient experience strategy based on primary research, to identify the right moments to introduce the program, and build a relationship with them over time as patients undergo their journey from diagnosis to remission.

Customer research uncovered that the most important benefits to patients in a partner like MMRF is personalized communication and recommendations in exchange for their data, followed by the prospect of helping the entire multiple myeloma community drive toward a cure. These insights helped us build an engaging CureCloud experience and MVP and product roadmap for the future. As part of this, we refreshed the MMRF website, a primary entry point for patients to learn about their disease and become aware of the MMRF brand before becoming a CureCloud participant.

Going hand-in-hand with a patient-centric experience, the MMRF also needed a brand refresh. We developed a modern look-and-feel, bolder tone of voice and creative marketing platform – ‘Expect More’ – to signal to the market that MMRF has once again elevated expectations of the myeloma community, bringing the innovation necessary to find a cure.


The MMRF CureCloud MVP launched July 14. The revamped website is live and has generated 29,789 unique users in the first month, a 22% improvement in bounce rate and a 6%  increase in SERP. It also won Web Marketing Association’s 2021 WebAward for outstanding achievement in web development. Through our partnership, MMRF has learned how to work in agile to create value through a direct-to-patient, experience-led model.