Hologic is a global champion of medical technology with a core focus on women’s health, empowering people to live healthier lives everywhere, every day.
This particular campaign centred on building awareness of the innovative and newly acquired Novodiag® and supplementary suite of diagnostic assays for Hologic’s Molecular Scalable Solutions.
With a target audience of healthcare C-suite and laboratory leaders, the brief required the development of an brand awareness campaign that illustrated the advantages of investing in the Novodiag and to celebrate the addition of this innovative instrument to the Molecular Scalable Solutions portfolio of products. The intention was to signpost how the addition of the Novodiag instrument and assays, would bolster the current Hologic diagnostic testing portfolio and make tangible advancements, at the point of care.
With the target audience motivated by commercial drivers and KPI’s, it was important for the brand awareness campaign to effectively portray the simplicity and accuracy of the Novodiag system during molecular diagnostic testing.
TMC began to develop strategic concepts for the campaign, that all sat within the narrative of ‘Smart Simplicity.’ The ‘smart’ was representative of the advances in accuracy and precision engineering that the Novodiag produced, and a quality that is sought after within the healthcare environment in order to serve more patients with a higher standard of care.
‘Smart Simplicity’ also spoke of how the Novodiag seamlessly intertwines with the wider ‘Panther’ family of fully automated molecular platforms and instruments.
“Just wanted to thank you again for the stellar work here.”
Dean Hutchinson – International Director of Instrumentation, Hologic
Eye-catching visual brand content
In strategically amplifying the ‘Smart Simplicity’ campaign, we used a variety of forms of media to target the niche audience, including LinkedIn paid advertising, specific print adverts, emailers, and website banners. This ensured that the content was placed in front of a large proportion of our desired audience and helped drive the best results for brand awareness.
To support the robust communications plan, a suite of eye-catching visuals was produced to be seeded throughout the marketing awareness campaign. The core ‘vehicle’ of the creative revolved around a new 3D Visualisation video, which really illustrated how the Novodiag sat within the scalable solutions model. The strong typography and slick visuals made the content and concept digestible, leading to high engagement and referral.
“A big congratulations with the Novodiag Super video! The feedback is so positive.”
Lynn Ryon – Senior Product Marketing Manager, Instrumentation & Digital Cytology, EMEAC, Hologic
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