1. **Company Snapshot**
- **Brief company history and background**
- Travera assists oncologists in selecting treatments for their patients with our revolutionary cancer therapy guidance test that predicts which cancer drugs are most likely to be effective for each cancer patient. Using a disruptive single-cell measurement technology invented at MIT that measures the ex vivo growth response of live tumor cells to candidate drugs, Travera has overcome the problems that have prevented the many previous generations of therapy guidance tests from being effective in clinical practice. Travera’s 2-day Rapid Therapy Guidance™ test enables patients who are running out of therapeutic options to discover additional options and continue their battle against cancer.
- **Core products or services**
- Our Rapid Therapy Selection™ test overcomes previous biological and clinical barriers to personalized cancer therapy. Past efforts have focused on measuring cell death, a process that can take over a week and has shown no sustainable clinical success. Since a cell’s weight change ex vivo happens in hours, we eliminate the difficulty of having to distinguish between natural cell death and cell death induced by a cancer drug. Preliminary studies have shown that Travera’s Rapid Therapy Selection™ test applies to many different cancer drugs with different mechanisms of action across 90% of cancers.
- **Company's mission, vision, and values**
- Mission - Bringing Hope To Late-Stage Cancer Patients Who Are Running Out Of Therapeutic Options And Time
- **Company tagline**
- Embrace Hope
2. **Buyer Persona Details**
- **Key demographics (age, gender, location, income)**
- Certified Caregiver: 30-40 years old
- Medical Patient: 50-6- years old
- Medical Oncologist: 30-45 years old
- **Audience interests, behaviors, and preferences**
- Certified Caregiver
- Knowledge sources: Medical journals, medical case studies, outlets like Mayo Clinic and AARP
- Preferred communication platforms: Facebook, Instagram, LinkedIn
- Medical Patient
- Knowledge sources: Medical journals, medical case studies, Foundations and Associations like the Alzheimer's Association and Breast Cancer Trials
- Preferred communication platforms: Facebook, Instagram
- Medical Oncologist
- Knowledge sources: Medical journals, BJJ Podcasts, WebMD, AAOS Journal, Orthopedic Today, Mayo Clinic
- Preferred communication platforms: Facebook, LinkedIn
- **Insights into the audience's pain points and motivations**
- Certified Caregiver
- Frustration - Lack of innovate resources offered and not enough advocacy for the patient from healthcare professionals.
- Motivation - Motivation is to provide high levels of comfort and care to the patients while assisting the patient with anything they may require.
- Medical Patient
- Frustration - Not being heard by their oncologist when the patient would like to try for new innovative options in their healthcare journey.
- Motivation - Motivation is to be able to address her unique needs to a healthcare professional that will make her feel heard and a part of the conversation with innovate care.
- Medical Oncologist
- Frustration - Is frustrated with some of the healthcare guidelines due to them being very critical in nature and now allowing for potential innovation in patient care.
- Motivation - Motivated by his goals to operate within the standards of medical guidelines and often tries to establish risk avoidance so that he is able to operate under best practices.
3. **Brand Identity and Voice**
- **Overview of brand personality**
- Innovative Approach to Personalized Medicine: Travera focuses on a unique method for determining effective cancer treatments, using technology developed at MIT. This places them at the forefront of innovation in cancer care.
- Patient-Centric: Travera's services are designed with the patient's needs and unique conditions in mind, emphasizing personalization in cancer treatment.
- Rapid and Reliable: Their Rapid Therapy Guidance test underscores a commitment to providing fast and dependable solutions for cancer patients and drug developers.
- Empowerment in Cancer Care: By providing precise drug response information, Travera empowers patients to take control of their treatment process.
- **Overview of brand voice**
- Professional and Trustworthy: Communications are designed to be clear and professional, reflecting the seriousness of cancer treatment and the advanced nature of their technology.
- Hopeful and Empowering: The brand tone is uplifting, focusing on the potential for positive outcomes and the empowerment of patients in their treatment journey.
- Educational and Informative: Travera's content is geared towards educating its audience about its technology and the broader context of cancer treatment, using understandable language to communicate complex ideas.
- Engaging and Approachable: While maintaining professionalism, Travera aims to be engaging and accessible to a broad audience, including patients, caregivers, and healthcare professionals.
4. **Content Goals and Strategy**
- **Primary objectives for content (e.g., engagement, brand awareness)**
- Increase patient contacts
- Build brand awareness among late-stage cancer patients and the oncology field.
- **Types of content that resonate with the target audience (e.g., blog posts, social media)**
- Video content resonates the most with the target audience
- Social media content
5. **Content Specifications**
- **Formats and channels for content distribution (e.g., video, blog, social media)**
- Video content is the most engaged content
- LinkedIn posts
- Facebook posts
- Community forums (Facebook Groups)
- **Any mandatory elements or constraints (e.g., legal disclaimers, brand guidelines)**
- Travera content cannot include claims that their data have not backed.
6. **Feedback and Evaluation**
- **Metrics for evaluating content success**
- The main metrics for performance measurement include web traffic, content engagements (social media), and contact inquiries.
