Qiagen® developed a new immunodiagnostic blood test, QuantiFERON®-TB Gold (QFT) to detect Mycobacterium tuberculosis, the bacteria that cause tuberculosis (TB). The challenge was to convince institutional buyer and healthcare professionals to switch to QFT over the cheaper well-established tuberculin skin test (TST), which had been around for decades. Physicians and institutions were comfortable using TST and were resistant to change.
To develop a sound messaging strategy, which opened minds about the advantages of switching to the new TB test. The messaging had to be developed for internal (sales teams) and external audiences (healthcare professionals, correctional institutions, patients with weak immune systems, residents of long-term facilities, etc.). All tasks needed to be performed following strict corporate brand guidelines.
We developed messaging, which differentiated QFT from TST for the internal and external audiences. The messaging included the following rationale:
We developed posters for tradeshows, sales aid brochures, sales training tools, sales proficiency tests, ads for scientific journals and literature, invitations to events, postcards, coding and payment guides, product spec sheets and reference packs. We developed copy for the website and developed guides for healthcare professionals on how to properly administer the test. We also developed material for co-marketing initiatives with strategic partners.
QuantiFERON became Qiagen’s largest revenue generator with over $150 million in sales and annual growth rate of 25%. The co-marketing initiatives resulted in customer-specific growth of 75%.