Oxford Brain Diagnostics: Positioning University of Oxford spin-out as the future of brain health
We were briefed to help the University of Oxford spin-out as it looked to scale its business. It needed help defining its purpose to the market, establishing exactly how to position itself to a wide variety of audiences. From investors for Series A funding, through to clinicians and the pharma industry as it looked to drive clinical acceptance of its product in the years to come.
We took a methodological, audience-centric approach, unpicking OBD’s place in the market to develop a mission statement, clear narrative and messaging which would enable it to communicate its longer-term ambitions around neurodegenerative conditions and brain health, beyond its starting point in Alzheimer’s research. The process included:
- Establishing and prioritising its key audiences in line with its 10-year growth plan
- In-depth competitive, market context and audience research to define where OBD’s clear air could be, and the messages that would resonate best with these audiences
- 1:1 interviews with existing customers / partners, and the investor community, to understand their perceptions on OBD and where they believed it had the most potential
- 1:1 interviews with all senior team members at OBD, and a group workshop to discuss initial purpose, positioning and key messages
Following this, we developed mission statements, core messaging and audience specific messages, which we worked on in iterations directly with the Co-Founder / CEO and CCO. We tested these messages with customers and investors. The final messages were presented in a visual ‘message house’ leading with its overall mission ‘Rethinking Brain Health’, supported by core messages and audience specific messages across investor, pharma and clinician.
The new messaging has helped position the company for a substantial investment from a key customer to test its diagnostics tool in the live clinical contexts. It is currently being used to build proposals for Series A investment, and is defining the company’s entire approach to scaling in the months ahead.