Gen-Probe

Making a name for yourself in the highly competitive molecular biology industry isn't easy, that's why Gen-Probe came to L7 Creative for creative strategy and advertising that would make an impact on the global scale.

Challenge

Gen-Probe was revolutionizing the molecular diagnostics industry and needed to position itself against major competition spending millions in advertising. They came to L7 Creative to refresh their brand, strengthen their message and broaden their reach within the international Molecular Diagnostics and health industries.

Solution

We developed a clear, defined message and look for all of Gen-Probe’s marketing efforts including print ads, product packaging, promotional products and collateral for special events, trade shows and conferences. The campaign was implemented internationally to address the industry developments, particularly throughout North America, Europe and Asia.

Results

With L7’s assistance, Gen-Probe has grown to become an internationally acclaimed, award-winning leader in the development and manufacturing of Molecular Diagnostics. With this push, Gen-Probe was eventually acquired by Hologic for $3.8 billion.

$3.8 billion

Aqcuistion of Gen-Probe by Hologic

The Power to Look Deeper Campaign

After researching the industry, L7 Creative developed the “Power to Look Deeper” campaign for Gen-Probe that embodied their unique scientific foundation. The campaign was designed to carry a deeper message and produce a stronger impact in the growing, international Molecular Diagnostics market. The “Power to Look Deeper” campaign gave Gen-Probe the push it needed to place itself alongside their biggest global competitors that had significant market share and name recognition.