Case Study / Healthcare
Gen-Probe
The Power to look Deeper.
Client
Gen-Probe is a global leader in the development, manufacture and marketing of rapid, accurate and cost-effective nucleic acid tests (NATs) used primarily to diagnose human diseases and screen donated human blood. In 2004 the company achieved the award for technological innovations. Gen-Probe works together successfully with companies like Novartis.
Goal
The objective of national measures is to position Gen-Probe as reference in diagnosis of cervical carcinoma and prostatic carcinoma. The implementation of a distinctive company and brand identity as well as the raise of professional opinion leadership are core elements of national activities, combined the marketing of the patented PCA3 test to detect prostatic cancer.
Strategy
The implementation of a distinctive company and brand identity as well as the raise of professional opinion leadership are core elements of national activities.
Gen-Probe is a global leader in the development, manufacture and marketing of rapid, accurate and cost-effective nucleic acid tests (NATs) used primarily to diagnose human diseases and screen donated human blood. In 2004 the company achieved the award for technological innovations. Gen-Probe works together successfully with companies like Novartis.
Goal
The objective of national measures is to position Gen-Probe as reference in diagnosis of cervical carcinoma and prostatic carcinoma. The implementation of a distinctive company and brand identity as well as the raise of professional opinion leadership are core elements of national activities, combined the marketing of the patented PCA3 test to detect prostatic cancer.
Strategy
The implementation of a distinctive company and brand identity as well as the raise of professional opinion leadership are core elements of national activities.
Implentation
The measures of communication concerning the launch of a new gene-based test for the diagnosis of prostatic carcinoma were accompanied by activities of direct communication with multipliers from trade and consumer areas, thereunder the local corporate introduction with a press conference for both trade and consumer media.
Results
Especially journalists of consumer media were highly interested resulting in an excellent outcome in consumer publications, trade press and electronic media. Ongoing projects will focus on the extension of opinion leadership in the area of cancer diagnosis.
The measures of communication concerning the launch of a new gene-based test for the diagnosis of prostatic carcinoma were accompanied by activities of direct communication with multipliers from trade and consumer areas, thereunder the local corporate introduction with a press conference for both trade and consumer media.
Results
Especially journalists of consumer media were highly interested resulting in an excellent outcome in consumer publications, trade press and electronic media. Ongoing projects will focus on the extension of opinion leadership in the area of cancer diagnosis.
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