We helped Roche Diagnostics Austria develop a narrative for a new cobas pulse medical device, creating audience specific messaging and setting up a communication framework for the launch.
Meijer & Walters
Background
Accurate diagnostics play an essential role in making the right treatment decisions and monitoring patients’health at the point of care (POC). The new cobas pulse by Roche Diagnostics is a next-generation glucose measuring device that integrates seamlessly with other tools at the POC. It delivers vastly increased improvements in patient care and efficiency in the daily processes of doctors and nurses.
Collaboration
Roche Diagnostics Austria asked us to help them define the positioning and launch plan for the new cobas pulse. As the device is ideally connected to the wider cobas infinity system, the challenge was to create a narrative that highlights both the product-specific benefits as well as showcases its full potential when connected to the whole diagnostic ecosystem at the POC.
Approach
We brought together Product Management, Marketing Operations and Sales in a design sprint to jointly prototype the launch narrative for the new product. We then validated the options with Roche customers. The chosen option formed the basis for an integrated launch communication strategy that Sales and Marketing could realise going forward.
Roche Diagnostics
Internal Communication: Driving CX within Roche Diagnostics
Roche Diagnostics
Campaign: Wir lieben das Leben
