Product launch campaign for a new fluorescent imaging multi-mode reader (MMR)

Challenge:

Being 4th to market with a smaller market share, the client was looking for a differentiated position in a competitive market. The highly educated audience already had relatively fixed expectations of imaging MMRs, shaped by the existing providers.

Solution:

A strong value proposition was needed to establish a differentiated and defendable position in the market. We carried out a needs analysis with a cross functional group, including customers and mapped these needs to the product features, highlighting those that were unique.

From this we generated 3 value propositions (VPs) which we tested, together with the product concept, with potential customers. The ability to measure multiple parameters from cells in-vitro at the same time under the same conditions resonated most with the target audience. The tag line; “the first live cell plate reader with real-time image cytometry.” was central to designing the marketing message and launch campaign.

Insight:

The customer problem needed to be reframed to make the product stand out against competitors and emphasise its unique features.

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