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Amidst a global pandemic that brought the world to a standstill, the spotlight fell on Silicon Valley unicorn, Visby Medical, and their revolutionary portable PCR platform. Entrusted with the product launch of the first palm-sized PCR COVID-19 rapid diagnostic, Royer Design influenced everything from the company re-naming, branding, early product design and downstream marketing.
To commercially launch a single-use, disposable PCR infectious disease diagnostic platform via point-of-care settings, with the goal of scaling and spring boarding into the consumer diagnostics marketplace.
• Company rebrand
• Product design + assets
• All supporting marcom
• Branding website
• Digital marketing
• Social media
• Public relations
San Jose, CA
Even with a well-funded startup with disruptive tech, the journey may be extremely challenging. Consider Silicon Valley darling, Visby Medical. Initially named Click Diagnostics, the company went through an extensive rebrand in parallel with the final preparations of their tech. The end result was a name that had a lot of potential but was a blank canvas in the marketplace.
Ironically, within a month of the package for the Visby Sexual Health test being submitted to the FDA, the world ran head first into the COVID pandemic. Visby lept into action. Within 90 days, the company had raised $150 million and pivoted their portable PCR platform for the detection of COVID-19. The result was the hottest molecular diagnostic on the planet.
In April 2020, Visby created a COVID-19 product, and by mid-summer, they had a testable diagnostic ready. Despite the challenging circumstances, they kept their office open to continue supplying tests to the frontlines, fueled by a strong sense of urgency and a desire to make a difference.
Motivated by the mission to contribute to the greater good, Visby pressed on, and soon their sought-after “purple box” product gained immense popularity, with demand soaring during the peak of the pandemic.
Royer played a crucial role in the downstream marketing for this respiratory series, handling various aspects such as videos, animation, print and digital materials, photography, corporate website, social media, and overseeing public relations. As a late-stage startup in need of steady support and adaptability, Royer proved to be the ideal agency partner, engaging with Visby throughout their Series B to Series D stages, providing invaluable assistance as they navigated their remarkable journey.
Before the Coronavirus Pandemic of 2020, Visby Medical’s groundbreaking flagship product, the Sexual Health Click Test, addressed the specific needs of women, catering to a significant and underserved population. Empowering clinicians with faster and more accurate diagnostic decisions, the Visby test became a powerful tool for identifying infections promptly.
Central to the campaign strategy was emphasizing the connection between the clinician and patient. Overcoming the powerful deterrent of sexually transmitted infection stigma, the Visby device provided relief by pinpointing the exact cause of an infection, fostering trust in medical professionals who fought these battles. The creatives featured a diverse mix of doctors and patients, showcased on the corporate website, social media, print and digital advertising, and trade show booth backdrops.
To underscore this vital connection, the website featured captivating photo mash-ups of clinicians and patients from all walks of life. These poignant pairings conveyed the empathetic approach of healthcare providers while showcasing the profound impact of the Visby device on patient care. By humanizing the experience, the campaign struck a chord with both medical professionals and patients, reinforcing the importance of accurate and reliable diagnostic solutions in the fight against infections.
To accentuate the test’s small size, Royer crafted life-sized cardboard pop-up cartons, which, when squeezed with a quick pop, displayed the actual size and design of the diagnostic. These inventive leave-behinds and bag stuffers effectively conveyed that PCR could be performed in the palm of one’s hand, eliminating the need for an entire worktop or lab bench.
To deeply comprehend the Voice of the Customer, dozens of interviews with clinicians were conducted, yielding valuable insights and soundbites that enriched the understanding of the relationship between healthcare providers and patients.
In the end, Visby Medical disrupted the molecular diagnostics market by, ironically, thinking small. Their powerfully impactful innovation revolutionized the way clinicians approached diagnostic testing.
Amidst the pristine cleanliness of medical offices and labs, the purple box stood out, capturing attention and becoming a sought-after item during the pandemic.
To underscore this vital connection, the website featured captivating photo and video mash-ups of clinicians and patients from all walks of life.
