The lab that wanted to revolutionize healthcare.
Health Diagnostic Laboratory, Inc. (HDL, Inc.) was a biotech start-up with ten employees and one major gripe: That over half the patients admitted to hospitals with heart attacks had cholesterol levels that were “normal.” And that people were suffering from heart disease, diabetes and other chronic diseases unnecessarily.
The biomedical engineers at HDL, Inc. had developed a lab test that went far beyond the limits of standard cholesterol tests. One that could pinpoint risks for chronic diseases early, while they could still be prevented. And they wanted doctors to order it for their patients.
But how could an unknown company convince doctors to change from a testing method they had long relied upon to one for which they had no knowledge?
Create a brand to carry the flag.
Lee worked closely with HDL, Inc. to articulate its visionary culture and brand persona. He created a distinctive look and voice for the brand that was incorporated into every communications tactic: website, advertising, tradeshow and events, email marketing, app design, social media, presentation development, newsletters, clinical guides, report design, training materials, employee engagement and culture, product launches, case studies, video, sponsorships, sales kits, media kits, etc.
The brand’s power was its consistency. Despite the breakneck pace of innovation at HDL, Inc., Lee and Raison counseled adherence to brand standards, guiding and guarding the brand through a plethora of new product launches and partnerships. Whatever changed, the brand stayed true.
The marketing of HDL, Inc. more than exceeded expectations. Sales exponentially outpaced projections. Staff grew from 10 to more than 800 and garnered many awards along the way.
- National Ernst & Young Entrepreneur of the Year, Emerging Category
- Top 25 Businesses of the Past 25 Years by The Venture Forum
- Virginia Bioscience Company of the Year Award, 2011
Although HDL, Inc. was ultimately purchased by True Health Diagnostics following legal disputes, they remain an excellent example of the power of branding, and proof of Raison’s ability to create and guide a brand from the ground up to multimillion dollar growth.