Human Longevity/Health Nucleus Launch
Disclaimer: You know how they say a picture is worth a thousand words? Well, I’ve only got three or four iages so I need to write a thousand words to explain what it is, and where the rest of the images are.
Health Nucleus is the flagship offering from Human Longevity. It’s the most comprehensive assessment of your health and genetic composition anywhere: for $25,000, you receive a clinical-quality genomic sequencing and report, a full body and brain MRI scan, and a host of other advanced tests. And HLI was very much in startup mode: instead of developing a brand and gradually rolling a campaign out, everything was happening at once, at 1,000 miles per hour.
We knew we had to make Health Nucleus a big thing – not just an innovative new product, but a whole new category. Whatever we did for it had to convey how advanced and exclusive the offering was, but it still needed to appear warm and compassionate – but also appealing to the multi-multi-millionaires who were the most likely clients.
The Overarching Concept
In a former life (at least, former career), I was the managing editor of a special section at a big newspaper. I think a lot about words -- how hard it is to find the right ones and arrange them in the right way, but how easy it is to shoot yourself in the foot. This is by no means a comprehensive list, but these are the top mistakes that can make even the most polished marketing sound like it was written by a 2nd grader.
Email marketing continues to be an essential tool for moving customers and prospects deeper into the funnel, and the use of video can produce a 55% increase in click-through rates and a 24% increase in conversions.
Social media has demolished the traditional structure of the business/customer relationship, and for those marketers who understand how to navigate the new landscape, it's a very good thing. The right approach to customer service on a social platform can help strengthen the relationship, and turn customers into fans.
In addition to coming up with the tagline (seen at left), I helped establish language, voice, and nomenclature; worked with the Art team to develop a photo and graphics library; contributed to the development of a brand taxonomy for additional products and services; and collaborated with Art on a brand standards/style book.