Our 3-stage strategy following the sale of Novartis Diagnostics to Grifols quickly and successfully transformed the brand and strongly established Grifols’ visibility in the market:

1. Directly announce the change - “Novartis Diagnostics is now Grifols” - through ads, web, customer letters, and more.

2. Simultaneously clarify focus - “Solutions to support safe and compatible transfusions” - while new divisional strategy is being defined.

3. With newly defined strategy, transition to a cleaner but still emotive corporate design and umbrella slogan - “Innovative Diagnostic Solutions. Global Solutions. Focused Care.” This also works with major product area branding (e.g. Transfusion Diagnostics) and is still in use worldwide.

Daniel O’Day, now CEO of Roche Pharmaceuticals, improved performance and risk at Roche Molecular Diagnostics by prioritizing portfolio and pipeline investments and introducing Life Cycle Team structure. Communications partnered with Dan and others to engage employees in these changes and to ensure they had clear decision-making criteria to use in their day-to-day work.

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During the time Roche was heavily focused on leveraging its unparalleled expertise in molecular biology to enable more Personalized Healthcare (PHC), I was trusted to prepare the non-financial business, product launch, pipeline, and other updates for the Molecular Diagnostic business - an important contributor to the PHC initiative. These were used in annual, half-year and quarterly reports, press releases, presentations, and separate analyst events.

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Blood You Can Trust.
Patients and providers assume availability of a safe and adequate blood supply free from infectious disease risk (HIV, Hepatitis, West Nile Virus, Zika). Yet many government policy and funding decision makers don’t understand the steps, technologies, and investments needed to make blood as safe as possible.

Our global “Blood You Can Trust” campaign - videos and materials used in conjunction with expert Scientific & Medical Affairs presentations - showcased international key opinion leaders to educate policy makers and blood bank professionals in emerging markets such as India, Mexico, China, and Nigeria about these important public health considerations.

At Roche Molecular Diagnostics, Communications partnered with the Medical & Scientific Affairs team to create non-commercial educational materials and displays to help physicians know the value of understanding a patient’s metabolic phenotype (CYP2D6) prior to prescribing the breast cancer tamoxifen. Tamoxifen is a pro-drug, requiring specific enzymatic activity to reach the intended therapeutic levels in the blood.

Communications and Medical Affairs worked together to create simple and engaging waiting room posters, FAQ and information brochures, investigator meeting materials, and informed consent tools for Roche’s 47,000 woman trial of HPV genotyping (vs. Pap smear alone). The resulting data supported genotyping of HPV Types 16 & 18 as actionable information for clinical intervention, and the test is now FDA approved.

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Histories with Mergers & Acquisitions
Company, technology, and product history can be complex. Integrating the Chiron/Novartis Diagnostics history with Grifols post-acquisition was essential to building credibility for this newly expanded organization.

We focused the high-level message on transfusion medicine, while also showcasing essential biotech discoveries and advances in products and patient care. The panel was used in across multiple internal and external venues, including trade shows and other customer-facing events, training centers, headquarters lobby displays, brochures, and slides.

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Be Fast. Be Precise. Be Confident.
Rainin’s innovative products and best-practice tutorials help researchers avoid imprecise measurements that could affect pre-clinical, clinical, and manufacturing research quality and success - and ultimately time to market  I was proud to lead the experienced US / Swiss team bringing a fresh look and tone to Rainin’s high volume of global e-commerce, digital, and print materials and promotions (US, Europe, and Japan).

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I identified an experienced public art sculptor, Scott Donahue (https://www.sdonahue.com) and worked with him to conceive Roche Molecular Diagnostics’ public art commission. The project is descriptive of collaborative groundbreaking genomics research (especially PCR technology) and its application to detecting and treating disease.

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