Established in Hong Kong in 2006, molecular diagnostics (MdX) pioneer DiagCor invented flow-through hybridization technology. The company leads the market in mid-resolution DNA analysis.
DiagCor goes to market with innovative products, exceptional services and a talented young team. However they were missing opportunities. Inconsistent branding made the company appear under-resourced. Incoherent communication materials inadequately explained the advantages of their highly technical products.
Some potential customers even believed the company was a low price copycat of the world-beating technology it had developed in-house. The company engaged Stepworks to correctly present them as an innovator with premium offerings.
Accurate positioning – DiagCor’s brand image was reworked to accurately position the company as a global leader.
Raised morale – Many DiagCor team members commented how the refreshed brand gave them a renewed sense of pride and purpose.
Increased perceived value – DiagCor’s premium brand image raised the companies credibility online and in key trade shows competing against much larger players.
“Stepworks helped us realise our brand DNA, bringing our passion into one simple conclusion: We are dedicated to Molecular Diagnostics (MDx). Through branding, Stepworks revised the look of DiagCor, rejuvenated our spirit in front of our customers. The immediate effect was obvious.”
Ho-Yuen Poon, Senior Marketing Executive
DiagCor Life Sciences