MicroMedicine, a life sciences technology startup commercializing a patented microfluidics-enabled cell separation platform, contacted SCORR for help in establishing an overall corporate identity and product line branding.
With a unique, groundbreaking innovation, MicroMedicine was looking for a marketing partner that understood its target market. Having helped more than 250 health science companies reach their marketing goals, SCORR got to work developing and executing a consistent audience message and visual articulation for the business and its product to effectively set the company apart from its competitors.
One of the first steps was to refresh the company’s logo and to add a descriptive tagline. “Transforming Cell Isolation” speaks to the innovative nature of MicroMedicine’s technology. As a startup, the company was unfamiliar to many; the tagline serves to introduce MicroMedicine into the cell isolation industry, clearly and concisely communicating what the company does.
Separating a Unique Company From the Rest Through Bold Branding
Because using a microfluidic platform in this space is new, potential customers needed to be educated about the technology and shown how they could benefit. Furthermore, it was important to develop a universal concept that could be used to establish the corporate identity and adapted to brand the product. With these concerns in mind, SCORR created MicroMedicine’s Big Idea — the compelling visuals and core messaging that communicate the company’s value proposition.
The main headline begins with a question: Separation Anxiety? This is followed by a bold statement — Achieve precise cell isolation with MicroMedicine. The question forces the readers to pause and assess their feelings toward their current cell separation technique while the pointed statement then offers a solution that promises something better.
The striking visual, also an integral part of the Big Idea, tells the story of cell separation by showing a stark separation of red and white blood cells. The contrast between the red and the white emphasizes “separation,” with the white tied to the purity and integrity of the MicroMedicine technology. This treatment acts as a baseline that carries across all materials for MicroMedicine, and it provides many options to build dynamic visuals for future products.
Launching a Strong Product Brand
With the company brand built, SCORR explored options for applying it to MicroMedicine’s Sorterra™ sample preparation technology. In this application, the red and white baseline imagery frames an image of the equipment in use, and the headline message — More Cells. Less Stress. Automate Your Cell Isolation. — is descriptive, but still a clear delineation of the overarching Separation Anxiety messaging. A secondary message — Reliable Process. Viable Cells. — provides yet more information.
Similarly, the logo for the Sorterra™ system directly descended from the overarching MicroMedicine logo. Not only did the logo need to be visibly recognizable as part of the business, it needed a design that would reproduce well on the actual machine. The final logo presents the same typeface as the umbrella MicroMedicine logo, but tilts the wave image to form an “S.”
Seeing a Portfolio in Action
As a startup company, MicroMedicine needed a visible identity to reflect its innovative and progressive company. With the Big Idea successfully deployed to brand the company and its first product, the concepts were then used to create a portfolio of marketing materials for MicroMedicine, including a website, a white paper, a company overview sheet, trade show materials, and slide show presentations.
With an identity applied consistently across all marketing materials, the company was gaining notice. For example, in less than six months, MicroMedicine recorded 82% of its overall website traffic as new visitor traffic. Just as telling, visitors were viewing more pages and spending more time on the site than the average biotech and pharma website, viewing three pages per session and spending 2:32 on average per session (compared to industry averages of 2.53 pages per session and 2:01 average session duration).
new visitor traffic; 17% returning
pages per session
average session duration