Genome Medical created the RISE Patient Education Module, a digital education platform designed to convey foundational information about cancer genetics to patients before genetic counseling. Their mission is to make genomic medicine accessible and understandable for every patient.
Client
Genome Medical
Revolutionizing Genetic Counseling: Digital Education Transformation
Understanding the Business Need
Demand for genetic counseling is growing faster than the supply of trained genetic counselors can accommodate. Patients who learn they have elevated cancer risk often wait weeks or months for a counseling appointment — arriving anxious, uninformed, and unable to make the most of limited consultation time. Genome Medical identified a structural opportunity: if patients arrived at counseling appointments with foundational genomic knowledge already in place, counselors could focus on personalized guidance rather than basic education.
The challenge was creating patient education that was scientifically accurate, emotionally appropriate for people navigating cancer risk anxiety, and accessible across a patient population ranging from young adults to seniors with widely varying digital literacy and health literacy levels.
Designing the Learning Video for the Appropriate Audience
Ninja Tropic designed the RISE module with patient psychology at the center of every production decision. Animated characters were created to reflect the demographic diversity of Genome Medical’s patient population, with careful attention to representation across age, ethnicity, and health status. Content was written and validated at a middle school reading level, then reviewed by clinical experts to ensure accuracy without sacrificing accessibility.
The interactive format allowed patients to engage with video components at their own pace — pausing, replaying, and reviewing key concepts before their counseling appointment. The web-based delivery required no software installation, functioning on any device with a browser, which proved critical for the significant portion of Genome Medical’s patient population who access healthcare from mobile devices.
Patient Educational Videos: Effectiveness
- High Patient Engagement: The RISE module achieved engagement and completion rates that exceeded expectations for patient-facing digital health education — a category where short attention spans and health anxiety typically suppress engagement.
- Counseling Session Efficiency: Genetic counselors reported that patients who completed the RISE module arrived with better-formed questions and required less foundational explanation, enabling more personalized and productive consultations.
- Scalable Access: The digital format allowed Genome Medical to extend pre-counseling education to patients who would otherwise receive none — particularly those in geographic areas underserved by genetic counseling infrastructure.
- Research Foundation: The module’s engagement data established the evidentiary foundation for ongoing research into digital alternatives to routine genetic counseling, with implications for healthcare access at a national scale.
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