A priority for Illumina was reducing barriers to genomic sequencing, enabling researchers to realize the impossible, drive better science and transform health care.

• Illumina created NovaSeq X, the highest throughput sequencer in market and a massive leap in sequencing innovation
  
• NovaSeq X had an extensive number of innovations with > 40 patent filings
• Given multiple different customer types (research, clinical, and commercial) and a large number of features and benefits, a key commercial challenge was conveying the breakthrough NovaSeq X represented—simply and single-mindedly
• A related challenge was creating a robust, but focused and simple briefing document for the creative agency

• Working in close collaboration with Illumina leadership, LPA brought significant expertise to the following work streams:
  
  • Prioritization and in-depth understanding of multiple target audiences reflecting both customer type and position on sequencing adoption curve
  • Uncovering Commercial Insights for each key audience
  • Developing the Value Proposition: a single-minded articulation of the most compelling benefit and proof points across customer types
  • In-depth launch planning including a 200+ line items CPS, input to sales enablement tools for consistency with priority audiences and value propositions, creating payback/ cost of ownership analyses, etc.
  • Creating agency briefing for marketing and sales enablement materials across all phases of the customer journey

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