Pathwork Diagnostics developed a genetic test to determine the origin of metatastic cancer tumors. The company faced industry resistance to change as most pathologists preferred diagnosing tissue samples through a microscope. The Tissue of Origin test offered greater accuracy and clear advantages. To overcome industry fear of change, we employed a messaging strategy that focused primarily on difficult to diagnose cases demonstrated in four common scenarios.
Pathologists: Nerdy, artistic, problem solvers, visual, lab dwellers
Oncologists: Extremely busy and nearly impossible to reach, patient/people focused
Break through the clutter with bold and unique creative, generate awareness
Deliver four messages (each about when and why to order the test)
Appeal to both audiences
Print and digital advertising, direct mail, tradeshow booth design and a special promotion.