Hologic is a medical technology company specialising in women’s health and population screening. Its growth through acquisition resulted in low master brand awareness in EMEA and a complex brand architecture made it hard for audiences to navigate. We needed to support Hologic to transform its brand comms approach in EMEA, placing customer-centricity at its heart.
We embarked on a journey to better understand its audiences, mapping the customer journey and behaviours of each audience segment across 7 markets. We then built a clear channel strategy that optimised how to connect with each audience while generating insights to inform a strategic & consistent approach to narrative and messaging. This culminated in the development of a bold creative brand campaign Defining Moments in Women’s Health, recognising that every day, every diagnosis is a defining moment transforming lives.
A series of powerful brand initiatives, driving Hologic’s ambition to drive equality in women’s health and an EMEA-led thought leadership programme underpin ongoing brand elevation to its audiences.
The Defining Moments campaign created visual impact within a category of sameness and has been rolled out with local activation across eight markets in print, digital and Account Based Marketing. While thought leadership has driven double digit growth in share of voice. We are currently awaiting the results of a brand tracking study to validate strong anticipated growth in brand awareness. We now move to address the bigger challenge to bring simplicity and focus to the brand architecture.