Genoptix introduces NexCourse, a comprehensive approach to solid tumor testing

Genoptix Medical Laboratories, a specialized laboratory diagnostics company focused on delivering personalized, comprehensive assessments to community-based hematologists and oncologists, has released its first bundled set of evaluations for solid tumors under the NexCourse™ name.

According to a company spokesman, the new solid tumor offering will play a significant role in the Genoptix’s goal of expanding its customer outreach in 2010.

The company turned to Applied Storytelling to develop a comprehensive brand messaging and naming framework that included the new name.

“Like many companies, Genoptix reached a point where an organic, one-off approach to product naming would no longer suffice,” says Eric La Brecque, Principal of Applied Storytelling.

“The new offering needed to be seen not only as important in its own right but also as part of a meaningful system—and an overall business strategy.”

Supplemented by external insights from Frymire & Associates (Menlo Park, CA), Applied Storytelling worked with a cross-section of company’s C-level executives and departmental leads to arrive at a new product naming and messaging solution. To succeed, the company needed to maintain the loyalty of its existing customer base as it reached out to a broader array of oncologists.

“In the oncology diagnostics space, as in so many other categories of service business, the pressures towards commoditization are tremendous,” says Matthew Kruchko, Managing Director of Applied Storytelling. “Those pressures can increase even further as a company diversifies its offering.”

In the life or death battle between diversification and commoditization, companies must often find ways to port their brand’s core strengths into their new offerings, Kruchko adds. Carefully considered messages, together with a compelling, credible, brand story, can play a vital role in making this translation possible.

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