Website Landing Page
Roche had been losing market share in non-invasive prenatal testing since acquiring the Harmony diagnostic platform. New competitors had entered the market with larger panel tests, causing confusion and taking share.
Inaccuracies in non-invasive prenatal testing cause anxiety for health care providers and their patients. While not having as large a panel, Roche Harmony is the most accurate and clinically validated test available where inaccuracies are not acceptable.
Instead of showing happy pregnant mother images, we used original closeups that capture a woman’s worry in the early stage of pregnancy. Then, we alleviated that anxiety with the peace of mind that comes with using Harmony—the most accurate test available.
Instead of showing “happy moms-to-be,” our print advertising put a familiar situation front and center for healthcare professionals. We showed the troubled faces of women who just wanted a clear answer. These striking images were paired with headlines that spoke to the positive outcomes that patients and professionals could expect with Harmony.
The campaign gave Harmony a consistent, highly differentiated look throughout the patient and professional communications flow, from digital banners and emails to the website and landing pages.
Women were photographed in three moods which represented before, during and after getting non-invasive prenatal testing results: anxious, relieved and, ultimately, confident. Patient materials primarily depicted calm and hopeful women.
Healthcare professional materials focused on anxious mothers-to-be on the covers then, inside, showing relief to convey the emotional transition that happens with the Harmony test. This emotive approach was combined with clear, accurate, objective data to set the tone for what professionals could expect from the test itself.
We redesigned all the packaging for the product— giving each box a brighter, more hopeful and modern look.