Case study: Dako

The public face of the new Dako brand

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After launching their new brand strategy internally, Dako faced the challenge of presenting the new face of the company to the Clinical Pathology community. UP was tasked with using key events as opportunities to present the new brand to the outside world.

Location

Denmark

Sector

Medical device

Service

Branding & communications

Background

Dako is a global provider of premium cancer diagnostics products to anatomical pathology labs. In recent years, its core business of immunohistochemistry (IHC) has met strong competition. After launching their new brand strategy internally, Dako was then challenged with presenting the new face of the company to the Clinical Pathology community.

The brief

Dako had three major events to launch their new message: The European Congress of Pathology (ECP) in Prague, The National Society of Histotechnology (NSH) Convention in Vancouver, and the Annual USCAP Meeting in Baltimore. UP was tasked with using these events as opportunities to present the new brand to the outside world.

The solution

At the NSH Convention, Dako chose to give a sneak preview of a major new platform for IHC and ISH (DakoLink Path) to selected pathologists. The next step was to establish a unified platform for all of Dako’s products, based on our line: ‘A Step Ahead’.

At the 2013 USCAP Meeting, Dako presented a unified proposition for the pathology lab
 of the 21st Century, this time based on our line of ‘Total Lab Control – Anytime, Anywhere’.

Dako wanted to concentrate on a clean booth design with the latest news borne on iPads. We filled the booth with moving images and sound to attract passers-by. The overall brand message was more than clear: A Better Path for pathology. We created high-resolution computer generated animations of products and filmed key opinion leaders, adding unbiased evaluations of a breakthrough product. Other work included: Marketing materials, a microsite, an iPad App and internal Workshops.

The results

The solution, DakoLink Path, presented complete connectivity for the pathology lab, this provided a smoother working environment and faster, better, and more precise cancer diagnosis. Every Dako employee felt that they were delivering more value to the pathology operation, and to the field of healthcare. Dako ignited the imagination of the pathology community and took the lead with the most meaningful lab innovation in a decade. They placed themselves a giant step ahead of the competition.

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