New Product to Market & Localisation Project Case Study

Objective
The objective was to grow the adoption of at-home blood testing across the US and Asia. This involved localizing products and adhering to regulations for various types of tests, including DNA testing, COVID testing, diabetes testing, allergy tests, hormone tests, and colon cancer testing.

Strategy
Influencer Marketing for Awareness and Education: To make home testing easy and affordable, we utilized influencer marketing to grow awareness and explain the technology. Influencers demonstrated the convenience and benefits of at-home testing, emphasizing the avoidance of long waiting times and unpleasant hospital examinations.

Out-of-Home (OOH) Advertising: We strategically placed OOH advertisements in key markets like Hong Kong, targeting locations near clinics offering similar services. This created awareness and positioned our at-home testing as a viable and convenient alternative.

Localized Branding: Understanding the sensitivity of different markets, we adapted our branding to resonate with local audiences. This included customizing marketing materials, product packaging, and messaging to align with cultural norms and preferences.

Exploring B2B and D2C Opportunities: We tapped into both B2B and D2C opportunities. For B2B, we partnered with healthcare providers, employers, and wellness programs to integrate our testing services. For D2C, we focused on direct sales through our eCommerce platform and strategic online marketplaces.

Results:
123% Revenue growth YoY.
8 New product launches per year.
Successfully went IPO in 2022.