For my internal clients, the Roche Diagnostics IHC Cancer Portolio marketing team, I was always on the lookout for analogies to help illustrate the complexity of the cancer patient's journey, and how important the identification of tumor types is in finding an optimal treatment. The challenge of the all-gray chessboard maps directly to the way tumor cells "hide," masking themselves from our immune system. Here, Roche's IHC portfolio guides patients to win against Cancer.
Breaking Up with the Pap Over Skype uses humor to highlight the improved accuracy of Roche's HPV test—as opposed to the more subjective Pap test (the predominant standard of care worldwide)—to help screen, manage and diagnose cervical cancer. I came up with this concept watching my teen daughter break up with her boyfriend over skype!
Coin Flip uses the dramatic arc of a tossed coin to highlight the improved accuracy of Roche's HPV testing—as opposed to the ubiquitous Pap Test (the predominant standard of care worldwide)—to help screen, manage and diagnose cervical cancer. Viewers might recall a similar scene in Peter Jackson's LOTR's trilogy where a bird's-eye-view camera captures Frodo grasping upwards toward the infamous ring.