Partnering with the University of California, San Francisco (UCSF), the WISDOM Study is a pioneering research initiative aimed at revolutionizing breast screening practices. The study explores the benefits of personalized screening guidelines based on individual risk profiles, as opposed to the conventional uniform approach of recommending mammograms for all women at age 40. Merit partnered with WISDOM to deliver a compelling, targeted, highly resonant marketing toolkit to enroll participants in the 2.0 study.