Exosome Diagnostics
In my capacity as the lead designer for the Diagnostics division at Bio-Techne, tasked specifically during the acquisition of Exosome Diagnostics, I took on the challenge of crafting distinct messaging and branding tailored to various audiences within the Exosome brand. This included, among others, male retirees, clinicians, urology specialists, and scientists. The Exosome brand, with its diverse audience segments, demanded nuanced approaches to address each group’s unique needs, particularly in their understanding and response to information about prostate cancer.
Collaborating closely with stakeholders, legal teams, and scientists, I led the development and maintenance of cohesive messages tailored to each segmentation. This comprehensive effort spanned diverse mediums, including web page builds, packaging, brand management, sales presentations, email marketing, collateral, and various deliverables. My role involved ensuring that each audience received personalized and impactful messaging that resonated with their specific perspectives and concerns regarding prostate cancer.
Veteran Marketing
Collaborating closely with stakeholders, I spearheaded the development of a distinctive sub-brand within Exosome Diagnostics, strategically tailored for our Veteran audience. Through consistent promotion of the product’s benefits in a friendly and relatable tone, we successfully cut through the clutter of clinical data and the overwhelming stacks of VA forms. This approach aimed not only to capture attention but also to establish a meaningful connection with our Veteran audience, ensuring that the unique value of the product stood out amid the complexities of healthcare information.
Retiree Marketing
I led the creation of a vibrant sub-brand for Exosome Diagnostics, targeting retirees and their partners. Through a concise, evergreen campaign, we unified the brand voice, building trust by acknowledging the challenges of the diagnostic process. This approach connected with our audience on a human level, transcending clinical hurdles and differentiating us from competitors.
Clinician Marketing
Spearheading the creation of a distinctive human-centric sub-brand, I extended the essence of the Exosome Diagnostic brand. This strategic move was crafted to communicate with clinicians not just as medical professionals but as individuals first.
Employing a palette of vibrant colors and introducing a unique 3D model alongside patient demographic visuals, our approach deliberately departed from the commonplace influx of clinical data and sterile documentation that often inundates primary care physicians (PCPs) and Urologists. This creative departure not only captured attention but also sparked engagement by presenting information in a more relatable and visually compelling manner, fostering a connection beyond the traditional medical discourse.
