Thermo Fisher ScientificGenexus System launch campaign
The next generation in next generation sequencing
Well-known in research and large reference labs, Thermo Fisher Scientific was aiming to bring next-gen sequencing (NGS) to the broader clinical lab market with their new Ion Torrent Genexus System. The company came to Six Degrees to develop the launch campaign for this breakthrough product.
A world of opportunity
Given existing perceptions around NGS, it was critical to immediately capture the attention of the clinical lab director, convey the message that NGS is now accessible for routine patient testing and support that message with proof points.
Scope of work:
- Campaign concept
- Concept testing
- Campaign playbook
Proof of concept
Multiple creative concepts were developed and tested among clinical lab managers and oncologists to assess reactions to visuals and messaging.
The perfect complement
We also developed and tested complementary concepts for the oncology assay that was developed to run on the new system.
A new day
We created a Campaign Playbook to provide the strategic background and illustrate and guide all final campaign executions across a variety of formats.
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