Leading through innovation, Life Technologies Corporation (a Thermo Fisher Scientific brand) offers more than 50,000 products and solutions in over 180 countries across the spectrum of life sciences—from molecular biology and diagnostics to regenerative medicine.
When launching its new QuantStudio Dx Real-Time PCR Instrument, Life Technologies had minimal association in this category. It was not the number one or number two brand in the U.S. and was definitely not a top of mind name in Europe. The challenge, then, wasn’t just to launch this new product, but to shift the market’s category identification and establish QuantStudio Dx as the most valuable choice in the real-time PCR space.
Rather than focusing on the technology of the instrument, we zeroed in on the impact accuracy can have on a patient. The goal was to sensitize lab decision-makers and remind them there is a life that’s affected by their instrument choice. “The outcome matters most” forces them to think about that life. We combined this message with a positive image of a patient along with real-time PCR amplification lines to seamlessly and powerfully connect the instrument and its value to human health.
As a result, QuantStudio Dx is now poised as a market leader in this space, helping to further establish Life Technologies as a dominant player in the real-time PCR category.
The campaign was developed around a creative print concept and placed in targeted publications. From there, readers were directed to the web where they could find more information, including a downloadable brochure. The same beautiful and elegant brochure was printed and used in the field by sales teams. Beyond print, digital tools were developed to support and extend the campaign.
To promote the product through digital channels, a targeted email campaign was developed, which led directly to the microsite where two actions were available: 1) readers could learn more through the downloadable document, or 2) they could contact the company directly via the form or a phone call.
© 2014 Thermo Fisher Scientific. Used under permission.