Situation
RPRD Diagnostics (Right Patient, Right Drug) specializes in providing pharmacogenomics solutions, including diagnostic and consulting services to providers, researchers, and drug developers. Due to BTS’ background in molecular biology, RPRDx sought our assistance for website development and creation of a new corporate brochure.
Task
Elevate RPRD Diagnostics to drive adoption of the WPS Test. Design and launch a user-friendly website and comprehensive brochures supported by a robust go-to-market strategy to:
- Position RPRD as a trusted authority in pharmacogenomics
- Create a digital experience that would drive usage of the WPS test
- Make it easier for clinicians and researchers to find relevant gene information
- Have a place for HIPAA-compliant patient information for the WPS test and for the WPS test results
- Build trust and conversion through high-quality branding and design
Action
BTS Consulting developed an integrated launch program that combined digital strategy, design, and messaging:
- Created a streamlined, responsive and SEO-omptimized website with intuitive navigation, enabling clinicians and researchers to quickly access gene-specific information
- Produced a series of visually cohesive, scientifically accurate brochures to support provider and partner outreach
- Established clear positioning for RPRD Diagnostics as a leader in pharmacogenomics, crafting messaging that underscored the precision, reliability, and clinical value of the WPS Test
- Every element, from branding to content architecture, was designed to build trust, simplify information access, and accelerate adoption
Strategy & GTM Planning
We based the GTM plan on establishing RPRD Diagnostics as a trusted pharmacogenomics authority and an optimal selection for the WPS Test. The plan focused on three pillars: awareness, accessibility, and adoption. Awareness was fueled by focused outreach to clinicians, researchers and industry partners, backed up by engaging educational content. Accessibility arrived in the form of a frictionless digital experience with simple navigation to gene-specific content and test ordering resources. Adoption was expedited by combining compelling brand storytelling with credible scientific validation, making certain that every touchpoint, from the website to brochures, supported the clinical relevance and reliability of the WPS Test.
Marketing & Brand Growth
- Developed comprehensive brand guidelines
- Developed corporate brochure along with trifolds on specific gene tests
- Launched the new brand and website
- Created engaging patient education materials to support the buying journey
Website Development
- Built a custom WordPress site
- Developed a custom gene search
- Ensured mobile responsiveness and adherence to the newly established brand guidelines
- Implemented on-page SEO and social sharing features to drive traffic and visibility
Results
WPS became the company’s flagship product and central revenue driver. In the first 3 months after launch:
42%
increase in website traffic from clinicians and researchers
65%
increase in average time spent on site
2x
increase in click through to WPS test page
28%
more interest from clinical trial sponsors and academic researchers
