Finalist
Roche Molecular Work Area
With support from Brand Factory GmbH
Summary of work
In the wake of the pandemic and in turbulent times, laboratories face uncertain times. The shortage of skilled workers, overcapacity, cost pressure, patient needs, new therapies and much more pose major challenges for Roche Diagnostics customers.
In order to prepare laboratories for all upcoming challenges, Roche launched the Molecular Work Area (MWA), an innovative and holistic solution for small, medium and large laboratories, which contains testing systems along with compatible testing kits: from individual product solutions for pre-analytics, analytics and post-analytics towards a holistic concept that enables laboratories to be successful in the future. This approach was not only consistently thought through and established across the entire product portfolio, but also internal and external communication with laboratories was raised to a new level.
For the first time, the entire cobas® and Roche Diagnostics product portfolio was presented to customers in a system landscape to show the full range of solutions for laboratories.
The communication focused on holistic solutions for the customers’ most pressing challenges. To make laboratories fit and flexible for the future, the MWA campaign showed interested parties solutions on the core topics of consolidation, automation, standardisation and simplification while addressing potential customers on all relevant touchpoints.
Judges’ comments
The Roche Molecular Work Area was a strong entry with clear use of insights and segmentation that fed into strategy and exeuction. It was particularly good to see adaptations to strategy and tactics based on measurements.
