CASE STUDY

Illumina

Successfully Launching a New Product Without the Highest Specs

Messaging strategy • Product launch

Challenge

Having set the bar for Next Generation Sequencing quality and throughput, illumina planned to bring sequencing to the bench top, but with a system that had inferior performance.

Insights

Scientists (customers) were caught between their desire to employ sequencing in their research, but had anxiety about their ability to wade through the complexities of acquiring and analyzing data.

Solutions

Position the new MiSeq as ‘optimized’ for the myriad research questions of a scientist.

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