Attitudinal insights • Primary research and audience insights • Commercial strategy • Product launch
CASE STUDY
Lyme disease testing offers a substantial opportunity for the diagnostics industry, but the decision journey involves understanding the patient journey from the moment of infection to treatment. DiaSorin is preparing to launch a new type of Lyme diagnostic test, but the market is already saturated with tests that physicians are not always relying on for diagnosis. Before they could launch, they needed to develop a strategic foundation that would launch their Lyme Detect diagnostic.
In the earliest phase of Lyme — shortly after a tick bite, before clear symptoms may appear — Lyme is elusive. And current Lyme diagnostics can’t tell the full story about a patient’s infection status. Because of this, doctors can’t rely on diagnostics, and they and their patients are stuck waiting in limbo.
DiaSorin’s launch campaign for physicians centers around the doctor as an empowered hero. With the DiaSorin LymeDetect, the physician can test now, and rely on evidence to confidently give answers and make decisions. The launch campaign for consumers educates the consumer about the elusiveness of Lyme, and cues them to seek out Lyme safety and testing options that will allow them to be the empowered hero for themselves and their family.