A cocktail conversation becomes a campaign.

The rapid rate of change in biotech makes “adapt or die” everyone’s mantra. The senior product marketing leaders for immunohistochemistry (IHC) and digital pathology were feeling this acutely. Huddled around beverages and food after a regional sales meeting, these leaders and our team got to talking. How do we capitalize on this buzzy new trend of spatial biology? How can align our product messaging to the needs in this space? It all came down to speed and automation. Epredia has multiple instruments that help lab staff perform precision tasks efficiently and reproducibly by automating otherwise manual processes. By aligning three flagship instruments across the IHC and digital pathology portfolios as well as a new AI analysis software partner, a brand new workflow solution was born.

With this workflow “product line” solidified, the next step was to market it. As the lead copywriter and messaging strategist within the MarCom team at Epredia, I worked with both portfolio leaders to develop and align our campaign messaging. I interviewed internal and partner experts, conducted a ton of secondary research into spatial biology as an emerging discipline. With central messaging and value propositions locked in, I then developed the copy for all campaign assets (sales presentation, educational webinar, cut sheet, email marketing, social).