GTM and Messaging Strategy Leads to Stronger Sales Enablement Package
SUCCESS STORY
30-DAY NEW PRODUCT LAUNCH
Client: GENETWORx / Recovery Centers of America
Project Timeline: 2020
Services Provided: Messaging Strategy, Website Strategy + Content Creation
The Challenge
GENETWORx, one of the country’s leading genetic testing laboratories in the United States, answered our country’s call to help slow the spread of COVID-19 through increased testing, screening, and security. Like every other medical testing company in the country, COVID-19 was uncharted territory for GENETWORx which demanded they adapt to the evolving technology and consumer demands.
GENETWORx partnered with The Moving Company to help construct a firm go-to-market strategy capable of addressing their target markets’ key questions, concerns, and needs. Most importantly, they needed to move fast to get their testing services widely distributed.
“Muhlenhaupt + Company has been integral to our new product launch at GENETWORx. The team at Muhlenhaupt + Company worked on an accelerated timeline with strict deadlines throughout the project. We partnered with them due to their strategic thinking and ability to produce a lot in a short time.
M+Co’s culture allows projects to initiate immediately, adhere to accelerated delivery timelines and uphold GENETWORx’s standard for quality”
LISA LUSKIN, CMO - RECOVERY CENTERS OF AMERICA / GENETWORX
The Process
The emerging market for COVID-19 testing suffered from a deficit of historical data or established consumer audiences. This made building a go-to-market strategy a uniquely challenging effort.
As this new product and service took shape, our team judiciously synthesized the various products, offerings and potential buying market. We began by advancing a unique brand promise around the functional value of compliance and the aspirational value of confidence. This was a critical strategic step taken, in partnership with our client, to lay the groundwork for provocative, consistent, and resonant messaging throughout all deliverables.
The Moving Company compiled data from a wide range of publicly available resources and developed custom analytics to assist in establishing both purchasers and end users for GENETWORx’s full suite of COVID-19 testing and screening services. These analyses helped guide market research and informed the process for authoring website content and sales collateral materials. The same analyses also identified new market opportunities where GENETWORx could expand their consumer reach.
“I’ve seen them deliver in high pressure situations over the years and this project was no different. I enjoy working with the Muhlenhaupt + Company team because they are communicative, thoughtful, collaborative, and adaptable. The completed work was on-strategy, well-researched, and well crafted. I look forward to working with them again.”
LISA LUSKIN, CMO - RECOVERY CENTERS OF AMERICA / GENETWORX
Problem Solved
Our mutual success in this project can be attributed to a reasoned project-planning effort at the beginning. We came together with GENETWORx to outline a comprehensive set of Strategic Briefs and boilerplate copy docs, which were each then expanded in the audience-specific marketing kits.
The Moving Company authored custom, data-informed content for GENETWORx which helped reach, inform, and sell to consumer audiences across the United States. This content included webpages, sales sheets, presentation decks for pre-proposal use, webinar presentation slides, infographics, proposal letters and support documentation, and Q&A documents. Every marketing deliverable was on-brand, carefully designed, and optimized for search engines, enabling GENETWORx to immediately implement them on the website, in all presentations, and in training.
Every aspect of this collaboration was strategically structured, ensuring we didn’t waste any time or effort. The Moving Company’s thoughtful and methodical approach to GENETWORx’s new service launch produced this project on time and on budget despite a truncated timeline.
“When you look up ‘project sprint’ in the dictionary, this success story could represent the perfect result to define the term. With zero days of lead time and a very high-value, brand-new - as yet to be fully defined - service, our team delivered more than 50 specific and strategically critical deliverables within only a 30-day period.”
ADAM P. MUHLENHAUPT, PRINCIPAL - MUHLENHAUPT + COMPANY
