One Thing Xpert Bladder Cancer Monitor Patient Brochure
Cepheid diagnostic tests are well known and highly regarded for a range of illnesses. The goal was to introduce Cepheid into the oncology space, which is a new vertical market for our company. Also needed to educate customers about the benefits of molecular diagnostics, the type of technology we use to run our tests and to convey what our products do and why our solution matters. The idea was to sell not just Cepheid products, but also molecular technology and develop a marketing piece for the Cepheid test for bladder cancer.
Our creative process entailed assessing the oncology diagnostics landscape to help us understand the array of customer personas in oncology, from clinicians and pathologists to lab managers and patients. Armed with intensive market research about each of these segments, we were able to develop creative content that addressed the concerns and perspectives of the bladder cancer patient. As a result it was decided that the patient brochure would focus on education rather than product promotion.
There are numerous positive attributes to our products and technology that we could promote, but our team wanted to distill the messaging down to one sentiment, one memorable idea that would make an impression and leave the audience with one thing to think about.
Ultimately, we were inspired by two familiar and established symbols – the iconic pink breast cancer ribbon and the blue ribbon that Cepheid had been using in a variety of other campaigns. Using the ribbon motif, we illustrated the connection between Cepheid and oncology throughout the brochure.
The One Thing campaign was so well received it was expanded to include not only brochures, but trade show booth designs, print ads, e-mail communications, and event posters and was used to reach a very broad audience that included both patients and medical professionals.