Jones and Thomas Puts Punch into Corporate and Product Marketing
Lincoln Diagnostics
Duotip Test II and Multi-Test II
Situation
Lincoln Diagnostics had been using promotional materials over a two-year period that did not effectively communicate the true value of their Duotip Test II and MultiTest II products. Lincoln Diagnostics reached out to Jones and Thomas to assist them in redeveloping their product images and creating a corporate messaging piece.
Primary Goal
Develop a print campaign using individual ad placements that effectively promote the benefits of the Duotip Test II and MultiTest II products and communicate the Lincoln Diagnostics corporate message.
Marketing Solution
Lincoln Diagnostics agreed to an ongoing commitment to advertising on the back cover of the Journal of Allergy and Clinical Immunology (JACI), the leading journal in the allergy testing and treatment arena. Our challenge was to develop advertising that would effectively stop the very busy physician reader and encourage them to contact Lincoln Diagnostics about the Duotip Test II or MultiTest II products.
To date, we have produced a series of ads that rotate on the back page of the JACI throughout the year. Our creative focused on the singular idea that Lincoln Diagnostics and the products they develop are innovative within the industry and trusted by those who use the products for treatment and research.
In addition to the print creative, Jones and Thomas did a complete overhaul of their web site. Key features to the new web site include: better brand and product visibility, enhanced medical research area, and easy to find distributors section. Traffic has increased every month since the launch of the new site, and partner distributors are finding there site traffic increasing through referrals.
Highlights
Injected life into the Lincoln Diagnostics brand and product line.
Utilized print creative to quickly present key brand message.
Created a consistency in brand colors and style.
Resulted in increases in distributors and product sales.
Services
Creative strategy and planning, campaign development, photography, media planning and placement, print collateral