Goble develops advocacy brand for Clarient’s CAUSE campaign
July 13, 2009 – 8:39 am by Gina MonariAll agencies have experience developing product brands or corporate brands. Working with client Clarient Inc., however, healthcare advertising agency Goble & Associates was presented with the challenge of creating an advocacy brand. Goble & Associates is launching Clarient’s CAUSE campaign, an idea that blossomed out of the work the agency had been doing on the client’s new corporate campaign.
The CAUSE campaign, targeting pathologists, will launch at CAP ’09, The Pathologist’s Meeting in Washington D.C. Oct. 11-14. The CAUSE campaign is an extension of the corporate brand and serves to create connectivity between community pathologists and oncologists, while establishing more meaningful customer loyalty for Clarient. Clarient provides cancer diagnostic testing.
“Our sweet spot, and what we are passionate about is providing the highest level of support, consultation, strategic, and creative solutions for emerging companies with unique brands,” says Jennifer Peters, executive VP and account group director, Goble & Associates.
The CAUSE acronym stands for cancer, action, understanding, service, and education, which are all things that Clarient stands for and provides to community pathologists. The kernel of this campaign is built around the concept of advocating individualized treatment based on genetics.
Providing support, tools, and access to molecular testing technologies, as well as expert pathologists, Clarient aims to empower pathologists to bring this concept to life in the local pathology community by country. The tagline at Clarient is “Taking cancer personally,” and the client’s goal is to make sure that community pathologists understand that they are the link to this concept of individualized therapy.
“By being a part of this cause and partnering with Clarient, [pathologists] are going to be even better and seen as experts locally,” Ms. Peters told Med Ad News. “That’s the goal: to elevate these community pathologists.”
The agency created a logo and is creating a brochure that explains The CAUSE and the benefit to pathologists to be a part of it. The booth at CAP will feature the CAUSE logo and graphics, advertising around the campaign, as well as video testimonials.
“We’re getting ready to go out into the field and shoot those in the next couple of weeks,” Ms. Peters says. “Those will be featured in the booths, and they will be about [pathologists'] experience with Clarient and what it’s done for them and their practice.”
Many channels are being used to target other pathologists to get them connected to pathologists who are already on board. An emerging goal also exists to partner with community advocacy organizations.
The campaign was a unique one, according to Ms. Peters, in that it was not a typical product brand or corporate brand, but rather an advocacy brand. The challenge was to create customer loyalty so that community pathologists are willing to say Clarient is their first choice for a lab.
“It brings what Clarient is all about to life in a bigger way and a more meaningful way,” Ms. Peters explains.
Editor’s note: Look for more detailed account information and campaign images for the Clarient CAUSE campaign in October’s issue of Med Ad News.
Tags: Clarient Inc., Goble & Associates
