Our GeneXpert® System is so easy to run and returns such accurate and quick results, we wanted to show lab personnel they could become heroes to the Doctors they serve.

Our campaign objectives were to get lab personnel to think beyond just cost per test and illustrate how providing quicker and more accurate test results could make them a hero to the Doctors they serve. We created a series of print posters, ads, postcards and this video that illustrated how using a GeneXpert® System can turn a laboratorian into a hero.

We had a positive response from our sales reps. This campaign was very well received by our customers and it gave the sales reps an additional opportunity to communicate directly with them.