Matthew McCarty, M.D., started Balcones Pain Consultants in 2008. After a successful start to BPC, he then started the pharmacogenetic testing company, Genotox Laboratories, and sister company GenoRite Pharmacy in 2012. We were there at the beginning.
In 2012, at the start of the new companies, we were asked to create advertising and marketing materials aimed at patients, physicians, and pharmacists. Our first responsibility was to ascertain, exactly, what the heck was pharmacogenetic testing, and why do patients need it?
Pharmacogenetic testing has been around for decades. However, most patients were not aware of what it was and why they needed it for their physician to prescribe effective medications. Pharmacogenetic testing reveals how medications best to work with a patient's DNA. In other words, how one's DNA metabolizes a drug, or how a prescribed medication reacts with other medicines in the body.
After pouring over the research data we had collected on the subject, from the Nielsen® Company, we were able to produce compelling messaging to get the patients attention. Our advertising campaign One Size Fits All was very successful in educating the public about the vast benefits of pharmacogenetic testing.
In 2017, the advertisement Flying High won platinum at the Hermes Creative Awards.