August 25, 2009

Quotient Biodiagnostics Selects Rella:Cowan for New Product Line Launch

Durham, N.C. - Rella:Cowan, a strategic marketing and advertising firm, has been tapped by Quotient Biodiagnostics (QBD) to help the company launch a line of transfusion diagnostics products into the US market. QBD is a new diagnostics arm of Quotient Bioscience, based in Scotland, with products in 30 countries. The agency will be working with QBD to develop brand positioning and messaging, followed by a range of tactics to ensure effective sales team support and a successful launch.

"We were impressed with Rella:Cowan's thorough and strategic approach to their work," says Michael Hannan, vice president of marketing and commercial development for Quotient Biodiagnostics. "We felt Rella:Cowan presented the right blend of practicality and creativity to address our medical marketing challenges. We feel confident that Rella:Cowan will bring fresh ideas to the table and help differentiate us from our well-established competition."

Rella:Cowan will be using responses from interviews conducted by HCD Research and a competitive analysis to craft brand positioning and messaging for the new product line. The agency's launch plan also calls for developing a new website, sales materials, direct marketing and trade advertising. The industry will first learn of the new product line at a trade show this fall, AABB Annual Meeting TXPO 2009, in New Orleans.

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