Spot Bob! - How do you market a bladder cancer detection test?

Cxbladder® is a non-invasive, simple-to-use urine test that detects bladder cancer.  

The Challenge: To develop a marketing campaign that would connect with two distinct audiences: medical professionals and their patients. Finding the balance between medical ‘tech speak’ and ‘do this because it could save your life’ was a challenge in itself.

The Creation: Immersion partnered with Strategy Design & Advertising, from Christchurch, to reposition the brand and develop an innovative information pack for medical professionals (predominately urologists) and patients.

Whilst Immersion was instrumental in identifying the appropriate positioning strategy and translating technical content into plain language, Strategy Design & Advertising introduced a fresh new professional look, with a fun twist - a challenge to ‘Spot the bladder cancer patient’, on the front cover!

Thanks to Dunedin based Taieri Print, the design became a reality, a challenging print job, it's finished to the highest possible quality (Sarah spent 3.5 hours press checking the job onsite, thanks for your patience Taieri Print!).

The health professional information packs feature a high quality, custom three panel folder that reveals an information guide, supporting research papers, and sample wire bound patient case studies in a clean, uncluttered format. A leaflet with its own free-standing display will also be displayed in waiting rooms as an educational aid for patients.

The Result: Feedback from the Pacific Edge team, stakeholders and prospects in New Zealand and internationally has been excellent. The direct mail launch to urologists and GPs will will be happening early in 2012, whilst the re-branded design has also appeared in KiaOra magazine advertising, on the Cxbladder® website, trade displays in North America and Australia, and will soon feature in a nationwide advertising campaign.