As a company focussed on the development of autoimmune diagnostics, Protagen Diagnostics utilises its proprietary technology and extensive biomarker library for the development of novel diagnostics.
Protagen was keen to reinvigorate its brand messaging and visual identity to appeal to a wider range of target audiences, while also projecting a company image that truly represented the high-quality of its products, services and scientific acumen.
Our team conducted customer interviews, internal workshops and desktop competitor research to develop the brand and messaging strategy. We used this intel to define a new value proposition, messaging strategy and creative identity to drive execution.
Brand execution involved a full redesign across all of Protagen’s internal and customer-facing materials, including a new logo, colour palette, key image assets, a new website, company business templates, sales collateral and more.
It was also important to consider messaging for patients, as those interested in their disease might end up on the Protagen website and could later become an influential voice driving doctors and diagnostics labs to use Protagen diagnostic tests.
Define market position and unique value proposition
Establish brand essence and create visual identity
Develop engaging messaging to position Protagen as the go-to provider for autoimmune Dx and CDx
Promote the key values and expertise of Protagen
Build credibility as a major player in the Dx arena
Develop a new website with engaging copy that speaks to target audiences
Execute the messaging across a variety of new sales collateral
Positioning is the space that a company occupies in the minds of customers and prospects. It is a crucial ingredient in the buying process and should never be left to chance. It’s a powerful opportunity to highlight the value that only you can deliver.
Positioning is not customer facing language. It’s simply the idea or thought we want to embed with the market. Successful product positioning strategies should differentiate a product by focusing on unique selling points, address important customer challenges, needs and buying criteria, and articulate key product benefits and attributes in engaging language.
To achieve these objectives for Protagen, we needed to gain an understanding of:
Essential to establishing the unique value proposition and new position for Protagen was the collation of market research data to evaluate the current diagnostic need, market opportunity, brand perception and competitor context. This was conducted via in-depth interviews (IDIs) with existing staff members, customers, Pharma partners, key opinion leaders (KOLs), prospects and diagnostic providers across the USA and Europe, covering key disciplines and disease indications.
Competitor websites, sales materials and communication programmes were also analysed, in order to establish positioning, messaging and a visual direction that would allow Protagen to ‘own’ a space in the market.
The resulting qualitative and quantitative data from internal and external sources were analysed to deliver a full report and presentation outlining the optimal market position for Protagen. This directional guidance aided subsequent message, creative and content development.
From the research and analysis conducted, the aim was to identify a compelling market position for Protagen that was:
Using the data collected, our senior strategy team carefully crafted positioning statements with supportive context to build a picture of the company today and tomorrow, outlining its key attributes, personality and core brand values.
The results of this process were initially delivered via our ‘brand platform’ document, which captured the essence of Protagen on a single page. This document helps align all stakeholders and ensures everyone is communicating the same core messages about the brand.
Our team concepted creative ideas for a new visual identity that would represent the new brand and integrate some iconography that would fit harmoniously with the core messages and values developed. Numerous iterations were concepted as part of this process, with the first stage worked up in black and white to avoid colour bias. After the preferred logo was chosen, different colour palettes were applied, before the final version was selected. At each step we referred back to our market research and competitor positioning to ensure the new logo would help Protagen stand out from rest of the market.
The result was a clean, strong logo using warm and approachable colours. The font is very soft and modern – not rigid, strong and corporate – to depict Protagen as a strong but friendly, open and collaborative company, an important message for its partnering position with Pharma. The interwoven PD icon represents both parts of the Protagen business, as both Dx and CDx are connected and the pathways of discovery are intertwining. The PD part of the logo can also be used in isolation and applied to future product packaging development and branding.
The deliverables included:
As part of the creative development process we wanted to create a visual device that was impactful, unique and embodied the ‘better patient stratification’ message (a need cited by both Pharma customers and doctors looking to more effectively treat patients).
This was important, as creating a concept that provided longevity and breadth of use across the different pharma and clinical audiences (including patients) was a key requirement. Utilising a concept that could later be animated and adapted to signify each disease indication would also be of benefit. The final design:
The new branding, visual identity and creative devices were applied to sales and marketing materials including advertisements, website pages and sales collateral.
A full portfolio of stationary materials including letterheads, business cards, complement slips, tech sheets, white paper templates and application note templates were developed and provided as digital files and printed (where required). Our team also sourced and supplied a collection of branded giveaways such as pens, mugs and bags that were presented to staff at the rebrand launch.
To support the Protagen team and continue with the application of the new positioning, messaging and graphical work up, our integrated team of designers and copywriters applied their skills to craft engaging, informative copy across key sales presentations for both investor and pharmaceutical prospects. We redrew old graphics and existing data charts to align with the new brand guidelines and applied new image stock photography where required.
After developing an initial wireframe and navigational structure, our team of experts carefully designed web page templates, sourced imagery and crafted technical and commercial content to resonate with the clinical, pharma and investor target audiences.
We also started to put in place sections of the sites that would use ‘patient-friendly’ language, ready for later use.
The new design and colour palettes were also applied to exhibition graphics for production. Pull up roller banners and template 10x10 booth graphics were delivered to the client.
Having established the brand identity and core messaging for Protagen through sales collateral including a new website, the next steps include introducing the ‘new’ Protagen more proactively to the market through a variety of marketing tactics. BioStrata was retained to provide a significant level of support with this activity, from ongoing creative work to copy development, video production and digital support. Although not covered in detail here, this included: