Cepheid

The Strategy Behind Simple Messaging

The COVID-19 Pandemic familiarized the non-clinical world with PCR testing. We all remember waiting in lines to get tested for the virus during the height of the pandemic. Cepheid, a market leader in PCR diagnostic testing, developed a truly innovative solution that enables Point of Care facilities to deliver “on-demand” testing instead of large-batch testing—saving time and improving patient experiences.

Cepheid identified a lack of awareness in Point of Care facilities for their Lab in a Cartridge™ solutions. Partnering with Kadiko, Cepheid was able to discover the optimal messaging to reach the Point of Care audience and drive brand awareness.

Kadiko devised an eight-week, omnichannel campaign strategy driving web traffic to a campaign microsite for awareness and education and to a landing page with a downloadable eBook for consideration. The campaign was centered around the theme: “Simpler with Cepheid.” Kadiko A/B tested messaging language, visuals, and various channels to gain the insights necessary to advise Cepheid on an effective, long-term strategy for their external messaging.