Thermo Fisher Scientific
Molecular diagnostics campaignThe great unknown
Molecular sequencing solutions from Thermo Fisher Scientific are well-known in research labs the world over, but not in clinical labs. The company asked Six Degrees to develop a campaign that would resonate with clinical lab managers.
Insights
Strategy
Creative
Marketing
Branding
A sum greater than the parts
After reviewing the competitive situation, we interviewed key internal stakeholders and target customers. In a subsequent Brand Focus Workshop with the client team, we jointly developed a succinct and meaningful value proposition to appeal to clinical lab managers around the world.
Scope of work:
- Internal stakeholder interviews
- Customer insights research
- Competitive MarCom audit
- Value proposition and brand pillars
- Messaging blueprint
- Campaign concept
- Concept testing
- Campaign playbook
Campaign
Using the value proposition as a guide, three creative concepts were developed and tested among clinical lab managers to assess reactions to visuals and messaging.
Telling the full story
In parallel with the concept development and testing, Six Degrees created a Messaging Blueprint, articulating the core story to clinical lab managers and a messaging matrix with key messages, proof points and customer benefits.
Core story structure:
Messaging matrix structure:
Level 1
[Main message]
↓↓↓
Level 2
[Proof / Reason to believe]
↓↓↓
Level 3
[Benefit]
Results
While specific revenue results have not been shared, Thermo Fisher Scientific has embraced this campaign to represent their clinical molecular testing portfolio and has made significant strides in the clinical lab.
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