The Kombi Clinic were delighted to have digital content up their sleeve to be able to showcase what their mobile outreach clinic does and the world-class technology that they use to support patients. This type of video storytelling was a first for Cepheid. For our team, it was a one-of-a-kind project. We have frequently supported healthcare clients with this type of human-interest video, but less so for the diagnostics industry as finding those stories can be more challenging. Diagnostics companies can be more creative when it comes to their communications. It’s not all about whitepapers and brochures, but showing the patient-centric benefits of their technology.
Digital content can be an opportunity to tell a story about how your technology helps real people, instead of creating another 1-pager outlining the product features. It is all about patient centricity nowadays.
We worked with Cepheid to support them with creating digital content for their world-renowned point-of-care system, the GeneXpert. The focus was not to be on the technology itself, but on the end users and patients experiencing the product. The company was adamant that their social media content should stand out from competitors.
If the content is not emotive or captivating, there is a risk of losing potential customers at the awareness stage of the buyer’s journey. Companies need to show how they are collaborating with healthcare professionals and patients.
The challenge is coming up with the right story to tell. This is where healthcare professional partners come in handy. They are meeting patients and witnessing the impact of the technology first-hand.
For Cepheid, the digital content would focus on their partner Kombi Clinic, a Brisbane-based mobile outreach clinic that provides hepatitis C screening services to people on the margins of society. They travel to prisons and homeless shelters on a weekly basis to test people for the virus. The story alone is compelling enough.
