Home > Portfolio > Advertising Samples > Ipsogen Ad

Ipsogen, Inc.

Blood Cancer Testing Advertising

Ipsogen, a French cancer molecular diagnostics company, develops and markets real-time PCR tests to profile blood and breast cancers. They were interested in gaining a foothold in the US market, and needed a US-centric approach to their marketing.

As part of a complete branding program and media plan, print and online ads were developed aimed to create awareness of the company. The ads targeting the research market played on the researcher's familiiarity with an important cancer biomarker, JAK2, which is also a test exclusive to Ipsogen. Testing for this biomarker is recommended by the World Health Organization for certain blood cancers. A second ad, for clinicians, leveraged clinical practice guidelines as a means to encourage biomarker testing for CML and MPN. Ipsogen has subsequently been acquired by Qiagen.