CELMATIX
Transforming a quiet genetic testing company into a bold & visionary women’s health company
The Challenge
As consumer genetics was starting to attract investors, Celmatix launched as a testing company focused on reproductive health. Their plan was to follow the traditional clinical testing playbook, adapted to a new set of genetic biomarkers. But as a small, bootstrapped company, how do you create buzz around something as unsexy as genetic testing, particularly to women in their 20’s who aren’t even thinking about starting a family?
Well, you switch up the narrative and you make them care.
The Solution
First, the company was recategorized from a genetics testing company to a Women’s Health company. Next, the entire brand was reimagined around two principles: Empowerment and Fearless Education. We shifted the focus away from the information that our products would reveal to the decisions that women could make leveraging our tests. The design took inspiration from pop culture, rather than healthcare, and the voice was bold and direct. We also focused on tools and campaigns to attract women in their 20s and 30s since earlier education would give them more options for long-term reproductive health management.
The Business Impact
The impact of this rebrand and the attention-grabbing campaigns tied to it was undeniable.
Celmatix was Named to FastCo’s Most Innovative Company’s list even before our first genetics panel had officially launched.
Goldman Sachs named Celmatix as “A Company to Watch in 2017.”
We secured national brand partnerships with Planned Parenthood, The Women’s March, Tia, and Maven.
Our most successful campaign garnered 25MM impressions, yielded 25 media hits, and collected more than 25K email addresses and cost Celmatix only $10K.
Celmatix ultimately raised nearly $70MM in funding before pivoting to be a research company focused on therapeutic partnerships.
