Strategic Brand & Business Planning
Creative & Design
Paid, Social Media & PR
Singulex created a new technology, Single Molecule Counting, to transform how doctors evaluate and diagnose patients across a wide range of disease states. This innovative technology is embedded in the Singulex Clarity® system. Up to 1,000 times more sensitive than its nearest competitor, it has the potential to change the future of diagnostics.
The challenge lay in the fact that not only was the Clarity system unproven in real-world use, but that Singulex was an entirely new entity in the diagnostic space. Singulex needed more than an ad agency: they needed an experienced, strategic business partner with the agility to help establish a marketing and sales structure in a short amount of time.
HYC Health was asked to raise awareness of the company while simultaneously introducing its new diagnostic system—and demonstrate results in six months. We knew right away that taking a standard approach would not help them meet their business goals. We couldn’t simply make the product the hero of the launch and talk about methodology. Instead we created ownable nomenclature with “BioRemarkable” and developed arresting imagery that could play across channels to capture the imagination of decision-makers and influencers.
The campaign juxtaposed unidentifiable close-ups with full-sized imagery of everyday objects, like a feather or a butterfly wing, to illustrate how this cutting-edge technology allows users to “see the unseeable”. We set a unique tone for the company and sparked a new era in their diagnostic business. From a global employee launch event to regional webinars; from sales tools to an elite international symposium; from thought leadership initiatives to digital and print marketing materials and more, we worked with Singulex to set them on a new trajectory for growth.