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Product Branding and Launch
Brief
BAC BV, an innovative biotechnology company offering solutions on affinity purification, based on its proprietary CaptureSelect® technology, developed a new product family for the fast, efficient, single-use and cost-effective depletion of the most abundant proteins from the human blood plasma or serum. Depletion of these proteins is a crucial first step for every scientist who wishes to focus on the blood’s low abundant proteins, with the aim to establish disease biomarkers for pharmaceutical research. After depletion of these proteins, the sample should be appropriate for further downstream analyses such as 2-dimensional gel electrophoresis and mass spectrometry.
College Hill Life Sciences was asked to develop a promotional campaign to raise awareness of the product family as a new and preferable solution for the depletion of the most abundant proteins in the human plasma or serum.
Objectives
- The main objective was to raise awareness of the new BAC product family to the target audience of biotechnology and pharmaceutical R&D. The focus was on BAC’s main product for the effective depletion of the 14 most abundant proteins in the blood plasma or serum.
- To ensure product advantages — single-use, enhanced loading capacity and low cost — compared to existing products in the market are communicated to the target audiences.
- To create a new visual identity and a product brochure distinct from BAC’s other products, but harmonised with BAC’s corporate identity.
- To communicate BAC’s proprietary technology CaptureSelect®, from which the product is derived.
Methods
- College Hill Life Sciences adopted a 3-step approach: i) the creation of a set of suitable marketing communications materials, ii) the creation of a product launch programme designed to target the international scientific research community both directly and indirectly, iii) the execution of the launch programme in close collaboration with BAC.
- College Hill Life Sciences undertook a branding and design briefing meeting with the client to understand the product technology, establish key messages and target audiences and develop an approach for the product launch. College Hill Life Sciences also devised a logical naming structure of the entire family and an appropriate name for the main product.
- The promotional materials communicated the product’s features and advantages over existing competing products in the market and provided valuable technical information to the end users.
- College Hill Life Sciences also reviewed and edited the associated web pages to ensure consistency of message and product positioning.
- Key elements of the launch plan included i) a press release written and distributed to relevant trade media with key journalists contacted to ensure maximum coverage, and ii) creation of an HTML e-mail blast for direct distribution to the international scientific community via both in-house and 3rd party distribution lists to drive product awareness.
Results
- College Hill Life Sciences developed a naming architecture of the protein depletion product family that supported coherent naming of future products.
- For the first product, its name “CaptureSelect HumanPlasma14” was used in combination with the strap line “Single-step single-use protein depletion” to effectively highlight the main features and advantages.
- The visual identity of the marketing communications materials adhered to the overall look-and-feel of BAC’s corporate identity but used specific colour and imagery to create a distinct visual identity.
- The distribution of the press release resulted in significant coverage in both print and online media in the desired trade media.
- Further brand exposure and communication of key messages to potential customers was achieved with the associated direct-marketing campaign.
Click here to see the “CaptureSelect HumanPlasma14” brochure
Client Endorsement
Laurens Sierkstra, CEO of BAC BV commented: “College Hill’s help was instrumental in the successful launch of our new product family. The team helped us to create a robust naming architecture for the product family and a strong brand name for our leading product. Their support was invaluable in creating all the marketing communication materials, launching the product and informing the media and scientific community about the unique features and characteristics CaptureSelect® HumanPlasma14 and what the CaptureSelect® Proteomics Toolbox has to offer.”
September 2010
To discuss our capability in this area please contact:
Dr Lynne Trowbridge
Partner, Life Sciences
+44 (0)20 7457 2020
lynne.trowbridge[at]collegehill.com
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