Thermo Fisher Toxicology
Getting everyone aligned to solve a brand problem that was thought to be unsolvable
INTERNAL & EXTERNAL CHALLENGES
Mass spectrometry is a highly sensitive and versatile analytical technique used in toxicology to screen and identify known and unknown substances. For years, Thermo Fisher had not been able to get its many internal stakeholders aligned around solving for several challenges:
convince audiences to move from more traditional clinical chemistry assays to mass spec, which is more difficult to use but provides vastly greater depth of information
differentiate and brand Thermo Fisher's mass spec instruments and workflow solutions in a field that tends to rely mostly on personal relationships when making purchasing decisions
address four very different types of audiences with four very different sets of motivations: forensic (crime) labs, reference labs (workplace drug testing, addiction recovery), university & hospital labs (ERs, broader mass spec research), and sports anti-doping labs (athletes, horses and camels – yep, you read that right)
KEY INSIGHT
The important insight uncovered during the process was that audiences could be broken down into two groups: labs that were looking to grow their business, and labs that were looking to push the boundaries of toxicology research. Featuring best-in-class mass spec instruments and a partnership approach, Thermo Fisher had the opportunity to champion forward momentum for toxicology as a field, providing an overarching position that spoke to all audiences, while empowering deeper and more meaningful communications for individual segments.
REVISED BRAND POSITION
Discover toxicology solutions that PUSH TOXICOLOGY FORWARD, inspiring labs toward new possibilities to expand their research and grow their business.
RESULTS
By uncovering the needs of the marketing, sales and product development teams and working closely with them from the outset, we were able get buy-in around our strategy and give voice to a challenge that had long plagued the client. In the end, we finally helped Thermo Fisher lead with brand in a category that hadn't previously figured out how to do so. The revised position fueled a new multi-level campaign, including PR, content, social, sales and convention tactics.
