The target was to develop a clean, fresh and cohesive look and feel for this overarching corporation and its two distinct product line tests. This rebranding would more succinctly tie the two tests to the parent company, improve brand recognition and, ultimately, increase revenue.
We reviewed and assessed all existing marketing materials distributed to clinicians and physicians, as well as consumer and patient literature and communications. Competitive analysis was conducted to present our recommendations for a unique approach that would create greater market differentiation.
Deliverables included a brand guide, sales and marketing literature for physicians, clinicians and patients, corporate literature, stationery, radio spots, tradeshow booth, presentation template and an updated corporate website with a customized CMS (Content Management System) to allow physician or clinic search via zip code.
Since the brand launch, the number of patient tests performed has skyrocketed. The company realized a 41 percent growth in gross sales in 2007 and doubled the size of their testing facility in 2008. Website traffic for the second half of 2008 increased 50 percent.
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