Case Study – LipoScience

Creating a 60% increase in perceived value and increased sales for a new Coronary Heart Disease assay

Print Collateral Development
  • Positioning
  • Messaging

  • Marketing Collateral

  • Marketing Strategy
  • Naming

LipoMed developed a new assay, one that is twice as powerful as the standard cholesterol panel in predicting the risk for Coronary Heart Disease. They were having trouble meeting sales projections.

Our proprietary diagnostic processes uncovered several challenges and we began addressing them by developing a unique positioning. We augmented this by renaming the company (LipoScience), and developing a new corporate identity. We designed print collateral, developed diagrams to explain the value and physiology of the assay, trade-show booths, email campaigns, training modules, sales presentations, direct mail, and other materials. Several rounds of market research were conducted prior to and after the new material had been completed to validate the efficacy of our work.


Our marketing efforts resulted in a 60% increase in the perceived value of the test, and our work was a finalist in the MM&M awards.