Guava Technologies Case Study

Facts at a glance Client: Guava Technologies Challenge: Correct Fading Awareness Solution: New Website & Corporate Ad Campaign Results: New Partnerships & Opportunities

Flow cytometry is an essential tool for cell analysis, but its practicality across science and medicine has been limited due to complexity and expense. Guava Technologies designs and delivers integrated systems of instrument, software, and reagents that enable scientists and clinicians not specialized in flow cytometry to perform complex cellular analyses directly from their own lab bench, quickly, simply, and cost-effectively.

In 2007, Guava Technologies launched a new website, designed and developed by HiveMind Marketing, with new positioning and content, supported by a content management system. Concurrent with that project, this 10-year old biotech company also committed to freshening its advertising in key scientific journals.

Our idea for the advertising was to graphically depict their new positioning line “Understanding life one cell at a time,” by showing scientific scenes and situations segmented into cells. The idea worked. Readership studies in key scientific journals prove the effectiveness of Guava’s messaging and the company has expanded its scope and partnership opportunities dramatically over the past year.

Relevant Samples

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