Question

Topic: Strategy

Strategies To Market Genetic Laboratory Tests

Posted by Anonymous on 4/30/2004 at 6:58 AM ET 125 Points
recently i was assigned t o market a lab .tests in the area o f genetics[pre married tests,chromosomal dis configuarations],their were no growth in lab sales since it is founded 4 years ago.marketing budget is limited,sales forceare less than it should be.the concept is new so,what is your advise and strategies to be adapted.
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RESPONSES

  • Posted by Blaine Wilkerson on 4/30/2004 at 7:27 AM Accepted
    Advertise within the Lab!!!

    In Most States, people are always surprised to know pre-marital blood tests primarily look for syphilis, and NOT AIDS, Hepatitis, Etc..

    Some States don't even require blood tests before marriage. It is looked upon as "genetic/disease profiling"...trying to make sure health matches health.

    Another way to look at it is disease prevention!

    Regarding genetic testing, Remember the human genome was just unravled a few years ago and 90% of the planet (or more) doesn't even understand what a gene does in the the body. Having that been said, educating your target with informative booklets, brochures, etc will help them understand.

    AFP, testing for the specific alpha protien in amniotic fluid and blood which, when present in high numbers can indicate a whole slew of genetic and groeth deformities, has been around for a while and is pretty common in prenancy evals. Most women just sit back and go with it as if you were taking their blood pressure.

    It takes time. The issue is still real hot right now in the political and social arenas. IF your target is people who want to screen each other for genetic defects prior to marriage, you are getting into much deeper waters than you think. On the other hand, you may have better luck targeting families who want to make sure their children are OK!! I think that speaks for itself!!

    Good Luck!!
  • Posted by jcmedinave on 4/30/2004 at 12:34 PM Accepted
    Strategies to market genetic laboratory tests:

    1. pre married tests: New weddings information? Churches, Law Registers, Universities. Market directly to doctors. Hospital alliances. Internet Webs related to this topic.

    2. Chromosomal dis configuarations: New born babies (Hospitals, birth registers).

    3. Awareness Campaigns: It is important to develop knowledge and awareness about this scientific topic. ¿Why do I need, When, How, and Where (You)?. Write articles and send them to media.(newspaper, TV channels,..).

    4. Promotion Campaigns: When the people realize other laboratory tests, give information and promote these tests. 2 x 1, discounts, add information in the prescriptions, ...

    Bye,

    Juan Carlos
  • Posted by SRyan ;] on 5/1/2004 at 5:44 AM Member
    I can't resist... this is my silly and impulsive response, posted purely for sake of the giggle. Or maybe it's brilliant guerilla marketing?!

    Set up an eBay store. Auction some "DNA portraits" worthy of framing -- kind of like having your own vanity bar code. Or auction off a "celebrity genome" that maps the chromosomal structure of Justin Timberlake.

    Or carry some wallet-size laminated cards that you can give away (or even sell??) as a great icebreaker in a bar: "Hi! Would you like to see my DNA?" Of course your brand would be all over it, too.

    KHE members, I shouldn't be reading these questions after midnight! I can't stay serious at this hour. ;)

    - Shelley
  • Posted by tjh on 5/2/2004 at 11:34 AM Member
    Shelley. LOL. Frankly, I'd probably do some of those...

    Also, wagih53; Your services are ripe for a variety of poignant PR moves.

    Find an aggressive PR agency quick. Being one of the first to become known for these tests can be worth a lot of gold...

    Find who in your company is the most appealing to a variety of audiences, knows your products/services inside and out, is well spoken...

    Get them interviewed anywhere, everywhere. News-relevant interviews, pre-marriage stuff now since early summer is heavy on the marriage front, etc. You have a rich source of material hanging around...
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