“Let’s chat about sequencing” campaign for Thermo Fisher Scientific

Responsible for

Creative Direction
Copywriting
Digital and Graphic Design

Team members

Matt Bachmann (Strategist)

Thermo Fisher Scientific is the largest supplier of laboratory equipment and instruments in the world, but their genetic sequencing platforms were suffering from a lack of customer enthusiasm and utilization. Although their technologies enabled researchers to do more, and provided efficiencies unavailable from other brands, newer competitive technologies were dominating mind share.

Marketing to scientists is hard. They’re skeptical, data-reliant, and tend to be easily turned off by the standard advertising model. So to help re-establish Thermo as the authority in the space, we focused on another trait important to researchers–peer review. We created a campaign and microsite that positioned the brand as the top resource for scientists, where they could find answers to questions about which platform and products are ideally suited for their research. Hint: it isn’t always that newer, sexier tech.