Lab Ready GBS
Vax Immune, an established medical diagnostics innovator, approached Axiom for the branding, positioning and value proposition articulation of its new diagnostic technology. The industry’s first hand-held device to test for prenatal Group B Strep (GBS), the product’s key differentiator was its portability. It was critical the branding communicated this competitive advantage to laboratories, physicians and hospital systems.
Vax Immune’s new technology integrates the sampler and culture at the point-of-care for immediate incubation. Axiom named the device “Lab Ready GBS” and crafted the tagline “Taking the Lab to the Point of Care™” to express its innovative design feature that compresses processing time, resulting in greater cost efficiencies and more accurate results. A visual identity was created that represented the culture and diagnostic process and was applied to all sales and packaging materials.
“Axiom facilitated a marketing strategy profiling process that helped us to brand and position our product with clarity and impact. Their methodology enabled a clear articulation of our technology’s benefits and advanced design that ultimately results in better outcomes for patients.”
– Leonard E. Weisman, MD, President and Chief Technology Officer
THE AXIOM™ Marketing Strategy Profile is both a process and a deliverable — and it serves as the foundation and guidance for any subsequent, fundamental branding initiatives. Through this process, THE AXIOM identifies the brand truths of positioning and persona. THE AXIOM often also provides a customized tactical rollout plan to support and nurture the resulting new brand.