Платформа для Генетических Исследований.

• The Task

  Develop A Brand With A Purpose To Make Genetic Testing Available Worldwide.

• The Approach:

  Deep Dive Market Research, One-on-one consumer and Industry experts interviews, Through competitive audit.

Methodology:  Deep Dive Market Research, One-on-one consumer and Industry experts interviews, Through competitive audit

The Problem: Upon research we discovered the world isn’t fully prepared for this revolutionary technology and ambitious vision.   

• Doctors have very limited knowledge: “Most doctors are still uncomfortable recommending genetic tests.”

• Lack of NGS facilities in developing countries: ⅓ of the world don’t have access to the technology  

• Lack of qualified medical geneticist worldwide: #1 in the world is USA: 8,700 and

• Disjointed and incomplete infrastructure: “There are a lot of databases, but no one has full access to them.”

The Competitors: No one is addressing the issue of limited access and knowledge to the genetic technology.

Insights: Most of the competitors are busy building products, not brands. The majority of the close competitors emphasize product features, not the emotional benefits.

• Run time, Accuracy and Easy to use are the top three messages.
   
• These have become a category requirements, not competitive advantages.

Insights: With the exception of consumer-facing companies, most speak speaks scientific, not human language.

• “(NAME) sequencing and array science research, translational and consumer technologies fuel advancements in life genomics, and molecular diagnostics.”
   
• “(NAME) develop innovative bioinformatics solutions that unlock the full potential of molecular diagnostics.”
   
• “(NAME) Fast, accurate, scalable NGS analysis. Bina Technologies develops next-generation genomic management solutions by combining best practices in big data and information management.”
   

The Target: Genetics Pioneers.

Insights: While they are highly specialized medical geneticists (genetic doctors, bioinformatics, lab specialists), they are human first of all. They are humanitarians by heart and researchers by calling. They believe that genetics is the future.

• “I love solving human problems using computer science.”
   
• “For me clinical is about helping people find answers and research is all about discovery.”
   
• “I chose genetics because it helps connecting diagnosis with individual problems.”
   
• “Precision Medicine is the future. No other way.”
   
• “I enjoy helping families finding answers.”

Insights: What they really want is a partner that will help them diagnose patients, not another tool. They need access to knowledge, databases, other specially doctors - and not just in their local market, they need a  worldwide access to population data.

• “Same data can look different for different ethnicities. It's only when you know ethnicities, you can start seeing a complete picture.”
   
• “It would be useful, if I had access to population databases [...] and shared network of colleagues.”
   
• “I can work with any technology, they all are okay. I need more help in interpreting variances.”
   
• “I always have to visit many different databases.”
   
• “We have data, but is it enough? Accurate? To overcome this challenge everyone needs to share their data, work together. Currently no one has a complete picture.”

The Big Idea: UNITING HUMANITY WITH PRECISION

The Strategy:

Create An Affordable & Accessible System That Unites And Enables Doctors Worldwide To Educate, Share Resources and Diagnose Together.