OneOme pioneered the RightMed® test, a cost-effective and personalized pharmacogenomic analysis. In other words, how a drug will—or won't—work for a particular individual. Up to 95% of your response to drugs is genetically determined, and how you metabolize drugs is one of the factors contributing to that response. As agency of record, Russell Herder was chosen to help spread the word.

Messaging targets medical providers and potential patients, delivered via digital advertising and deployed across social media channels. All activity is backed by an aggressive public relations effort, securing multiple feature stories.