VP, consumer marketing and brand, 23andMe

23andMe’s groundbreaking technology lends itself to storytelling, because every person has their own story.

But as with its easy-to-use product, its stories need expertise, ingenuity, and an understanding of its machinations. To tell that story is marketing and brand lead Tracy Keim, who’s attacked the problem from every angle.

There’s the “ease of use” angle that emphasizes how quickly you can do this. There’s the emotional angle that plays up the idea you can trace your ancestry and forecast your health, exhorting you to live your fullest life. But this process also seems to manifest itself in surprising ways.

After the U.S. men’s soccer team failed to qualify for the 2018 World Cup, 23andMe invited U.S. fans to root for the country with whom they have the strongest genetic connections.

Recently, 23andMe announced a partnership with British pharmaceutical giant GlaxoSmithKline, using its genetic insights to develop new medicines and cures. GSK will invest $300 million into the company and split costs and profits evenly.

23andMe cut off developers from accessing its raw genomic data, instead allowing them to create apps based on reports it issues.

 

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