Bengaluru: MedGenome, a leading genomics-driven diagnostics and research services company in India, has launched a digital public awareness campaign titled #AnswersThatMatter, urging early cancer detection and greater adoption of cascade genetic testing in hereditary cancers.
The campaign seeks to demystify genetic testing and position it as a vital tool for informed health decisions—not only for individuals, but for their families as well. It marks the beginning of a long-term initiative dedicated to raising awareness about hereditary cancers through powerful real-life stories and digital engagement.
The first film under the campaign, titled Is Cancer Running in Your Family? The Answer That Changed Our Story, premiered on YouTube and is being promoted across LinkedIn, Facebook and Instagram. The film encourages early detection and precise risk stratification to improve management of hereditary cancers, reinforcing the message of clarity and empowerment through #AnswersThatMatter.
The film chronicles the journey of Charu and her family as they confront a pattern of hereditary breast and ovarian cancer spanning generations. After multiple diagnoses in the older generation and subsequent cases among cousins, the family opts for genetic testing for all women members.
Charu’s story highlights her resilience as she supports her family through diagnoses—only to discover that she herself is a mutation carrier. Guided by Dr. Geeta Kadayaprath, who supported the family through the process, Charu says she feels more in control today, empowered by the insights genetic testing has provided.
The campaign will be followed by a curated series of short explainer videos, expert-led interactions and interactive content, all hosted across MedGenome’s digital platforms to deepen engagement and reinforce genetic testing as a cornerstone of early intervention.
Breast cancer remains the most common cancer among women in India, with 1 in 28 women likely to develop the disease during their lifetime. Incidence rates begin rising in the early 30s and peak between ages 50 and 64. In 2025 alone, over two lakh women were diagnosed, underscoring the urgent need for early detection strategies.
According to an internal study conducted by MedGenome on a large hereditary cancer cohort, 25–30% of breast and ovarian cancer patients reported a positive family history of the same or different cancers. Notably, approximately 25% of mutation carriers with a positive family history were asymptomatic at the time of testing—highlighting the importance of cascade testing in at-risk families.
Through its digital rollout, the campaign emphasizes how advances in genomics now enable identification of cancer risks long before symptoms appear, allowing families to pursue surveillance and prophylactic measures where appropriate. It also addresses a common barrier—the fear of results—by reframing genetic information as a tool for preparedness rather than prognosis.
Commenting on the campaign, Vedam Ramprasad, PhD, CEO, MedGenome Labs Ltd, said, “At MedGenome, our mission has been to enable early and accurate detection using omics-led insights. India’s fight against cancer requires a shift towards proactive and preventive healthcare, and we believe this film offers a compelling perspective on the role of genetic testing in that journey. The campaign shows how understanding genetic risk for breast cancer can transform uncertainty into empowerment. Early diagnosis and risk stratification can significantly change the entire course of cancer care management.”
The #AnswersThatMatter initiative underscores the growing role of genomics and omics-based technologies in reshaping disease prevention, early detection and personalized care in India. Medical experts note that while carrying a mutation increases the risk of developing cancer, early identification enables counselling, cascade testing across families and timely clinical interventions that can significantly improve long-term outcomes and quality of life.
