Smart Answers Xpert® GI Panel Launch

In diagnostics, every minute between symptom and answer shapes outcomes. For the Xpert® GI Panel launch, we reframed multiplex testing—not as more targets, but as smarter ones. The campaign distilled complex molecular diagnostics into a single, powerful idea: precision is only meaningful if it’s actionable. Visually and verbally, we eliminated excess—mirroring the product itself—focusing on pathogen targets, clarity, speed, and clinical intent. By aligning design with diagnostic stewardship, we created a campaign that speaks to both urgency and restraint, demonstrating how fewer, better answers can drive faster decisions, streamlined workflows, and ultimately, better care.

From the original award submission.