Sequencing Sample Prep — Portfolio Strategy

The problem

The sequencing sample prep portfolio had no shared picture of where it stood against competitors. Commercial teams lacked a consolidated story, and customers landing on the website had no guided path from browsing the portfolio to the right product page.

The process

1. 01

   Ran competitive benchmarking of the sample prep portfolio against key competitors, mapping where we were exposed and where we could win.

2. 02

   Co-created Target Product Profiles with an International Product Manager, prioritizing core requirements from Voice of Customer input.

3. 03

   Synthesized product content for the customer-facing website, so a customer moves from browsing to the right product page without getting lost.

4. 04

   Distilled the portfolio's website and flyer content into a one-pager commercial teams could actually use.

The results

• Portfolio gaps and differentiation opportunities identified — now feeding positioning decisions.
• Portfolio-wide visibility delivered to a business leader across the full sequencing sample prep range.
• Sales-enablement one-pager shipped and in the hands of commercial teams.