Hologic offer a broad range of services for the identification of biomarkers, assay development, validation and companion diagnostic development in support of genomic research, clinical trials and personalised medicine.
Having worked with the Biomarker team for nearly 10 years, they asked TMC to create an impactful piece that presented, in less than a minute, Hologic’s credentials as the prefect outsourcing partner for developing a Companion Diagnostic test. The solution had to be visually engaging and flexible so that it could be repurposed for the web, presentations and ideally, if at all possible, work as a direct mail piece. The key objective: to be memorable, credible and impactful.
People don’t want to read anymore, they expect words, but they want to be entertained, people are now visually literate and expect more.
Our first step was to really understand the process and see what it takes to transform a biomarker into a diagnostic test or companion diagnostic. We listen, we ask the simple and also the difficult questions and together we developed a story board of the biomarker's journey, highlighting key messages, and all within 1 minute. Next we looked at the best way to create this story, 3D visualisation being the answer. Each section of the storyboard was then developed in 3D, which allowed us to control the user journey and pace. Creating flexibility and control.
The final video and it’s assets have been used across literature, graphics, on the web, and shared on social media. The video was also turned into a direct mail piece and leave behind in the form of a branded video card, which played the biomarkers video when opened. Allowing the video to be shared with customers and new clients and not discarded.
The video card was sent out to potential customers prior to a recent congress. At the event, these people remembered the video cards and Hologic…saying “you are the company with the video cards"
Brilliant, wow, really impactful!
Dr. Robert Holt, Biomarker Services Manager - Hologic Ltd
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