The Commercial team hit the ground running last quarter, with brand updates, tradeshows, and corporate partnerships contributing to an effective commercial strategy.
Events
In July, the CDx Commercial team attended AACC in Chicago, where they met with partners and end-users, driving in 204 new leads to the business. While there, the team also sponsored an industry workshop titled Internal Quality Control - Past, Present, and Future Trends, hosted by Sten Westgard of Westgard QC and a panelist of industry experts.
On September 8, LGC CDx hosted a webinar titled Methylated DNA Biomarkers Detected in Plasma for Early Cancer Screening and Diagnostics, which proved to be another high-performing event. The webinar was a success not only with registration (474) and attendance numbers, but also with audience engagement. LGC CDx was able to provide a forum to discuss a topic that was top of mind for many people, with great results.
Branding
The theme of "One CDx" continues to drive branding updates throughout the quarter, with updates to the Clinical Diagnostics intranet page, templates, and social media accounts pushing the project forward.
Most recently, newly branded LGC Clinical Diagnostics letterhead and memo templates were released. There are five letterhead templates aligned with each CDx location available for use on Canto. Please see the latest issue of the Branding Program Update for individual links! The internal and external PowerPoint templates are also available on Canto.
Externally, the Branding Team has created sales enablement tools to support the CDx cross-selling initiative. Rebranded business tools and social media templates are now available, along with a brand style guide portal for use by external vendors. A unified brand approach for AMP and MEDICA is currently in execution.
Sales
The Sales team continues to work through their network of Distribution Partners and with key direct accounts to position their newly launched products for immediate adoption across the world, leading to growth and return-on-investment. In turn, they have been working actively with Product Management to gather feedback from international partners and customers to determine the needs of each market and how LGC CDx can best address those needs through new product development. They have continued to identify customers and distributors that may have a need for additional products across the CDx portfolio with an eye towards efficiencies, aiming to grow sales and opportunities.
Shanghai Reagents was introduced from Technopath and is now LGC CDx’s biggest distributor for SeraCare M&S Research. The Sales team has been exploring opportunities for VALIDATE products with them. In addition, they have begun discussions with Qualab regarding custom VALIDATE controls. Collaboration with the many teams and departments that once belonged to LGC CDx’s legacy brands has led to a greater network of resources and a greater sense of unity across CDx.
The team continues to work with distribution partners to expand geographic coverage, creating greater reach for LGC CDx products and greater efficiency internally. They have also been working to register and re-register CDx product lines according to requirements, in order to ensure sustained and increased growth internationally. Registration is underway for the entire VALIDATE line in Saudi Arabia and was completed for several products in Q2. Registration for ACCURUN and VALIDATE in Southeast Asian Countries is being explored under ASEAN regulation.
Adoption of (and adherence to) the Sales team’s new protocol for collaborating across departments using the Asana Project Management Platform to identify and address custom opportunities has led to faster response time with customers and valuable data regarding customer needs. This data can be used in prioritizing the development of new products for optimal return-on-investment.
