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PerkinElmer Life and Analytical Sciences: Market
Positioning in SNP Detection
 
PerkinElmer Life and Analytical Sciences, a leading global provider of drug
discovery, research, and genetic disease screening solutions to
the academic, biotechnology, clinical, and pharmaceutical industries.
To cement the company’s position as market
leader in SNP detection, leveraging their novel AcycloPrime™-FP
SNP Detection System.
Based on input from the field, we used a reference
selling approach to promote this cutting-edge product and to position
its companion Web site as “the ultimate source” for information
about SNPs. Using a testimonial and photo of a leading SNPs expert,
we created a testimonial style ad, a promotional direct mailer,
and sales collateral. These were introduced with a web site containing
technical reference information, including access to a database
containing nearly 1.7 million defined SNPs.
The AcycloPrime-FP SNP Detection System was named
2002 "Product of the Year" by the readers of Genome Technology
Magazine. The URL, www.snpscoring.com, has the highest number of
“hits” on the client Web site.
Click here for
more examples.
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