Trends in Branding for Invitro Diagnostics Companies
Below is an overview of the main trends conveyed in brand communications of companies providing laboratory diagnostics services.
Genetic Testing
Genetic testing helps identify risks and create a personalized check-up and prevention program to reduce or eliminate the chances of serious illnesses. Currently, there are over 75,000 genetic tests, with around 10 new ones emerging daily. These tests now assess risks for cancer, diabetes, cardiovascular diseases, and drug sensitivity, not just rare genetic diseases.
Direct-to-Consumer Diagnostics
Home diagnostic tools offer a new way to connect with consumers. According to the FDA, at-home diagnostics can aid in identifying or monitoring certain diseases. These tests provide benefits like privacy, convenience, simplicity, and affordability. The FDA classifies test kits into two categories: (1) Test Kits, where patients collect samples, perform tests, and read results, and (2) Collection Kits, where patients collect samples, mail them to a lab, and receive results by phone.
Best Practices in Invitro Branding
Quest Diagnostics, an American clinical lab founded in 1967, offers cancer, cardiovascular, infectious disease, and neurological disorder diagnostics. By 2017, it employed about 45,000 people and generated over $7.7 billion in revenue. The brand values include Care, Collaboration, and Continuous Improvement. In 2011, Celera completed the acquisition of the company known for sequencing the human genome. In 2016, Quest partnered with Safeway for testing services in 12 stores across five states. By late 2017, Quest and Walmart conducted studies at 15 labs in Texas and Florida.
Rebranding and New Identity
Research showed that stakeholders shared a common mission for the Quest brand: "Help me understand the problem, decide, and take action." The new brand idea is: "Quest — not just diagnostic results, but a call to action." Alongside the rebranding, Quest launched the “Lab of the Future,” one of the most technologically advanced facilities worldwide, gathering all of Quest Diagnostics' expertise under one roof.
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Electric Brand Consultants, an agency experienced in branding for invitro diagnostics companies, can help with your project. Contact our specialists to discuss further.
