We are the market leader in consumer and professional diagnostic products
Bringing Group B Strep testing to the UK high street
Group B Streptococcus is a bacteria carried by up to 30% of people that rarely causes harm or presents symptoms. In women, it’s found in the intestine and vagina, and poses no problem in the majority of pregnancies. In a small number of pregnancies however, it can infect the baby just before or during labour, leading to serious illness and in some cases death.
Having developed the gold standard in testing for the professional market, Hibergene Diagnostics approached BFG to evaluate if there was a market for the test in the consumer sector and if so was it possible to use their professional testing service to create a consumer product.
By carrying out a market analysis BFG quickly established that Group B Strep is not routinely offered in the NHS to women in pregnancy despite the potential dangers the infection poses. Working in partnership with Group B Strep Support, the leading charity for the condition, BFG identified that not only was there a demand for a consumer test available on the high street but by delivering such a product it would raise awareness of the condition and even save lives.
Having established the market opportunity for a consumer Group B Strep test, Hibergene Diagnostics then appointed BFG to deliver the product. BFG started by creating a complete product evaluation road map and financial plan which helped Hibergene budget for the complete project and gave a schedule for each stage.
One of the first stages was to carry out a name generation project to create the product’s brand name. Keeping in mind the importance of creating a memorable, easy to pronounce name that was available for trademark registration and had no negative connotations across languages, the name ‘Strepelle’ was chosen. ‘Strep’ as in Strep B and ‘elle’ French for ‘She’ or women. Verifying the brand name to be appropriate and memorable in consumer market research also helped create the positioning brief for the product design of the packaging.
Along with creating and developing a fully transactional website, BFG also designed and built exhibitions for the NEC Pharmacy Show and the Olympia Mother & Baby Show. Every aspect of creating and delivering a successful consumer project was managed in-house by BFG in just 8 months, on time and to budget.
Food Detective is on the case
Having researched food intolerance, BFG Healthcare Marketing worked closely with Omega Diagnostics Group PLC to help them develop a product that would appeal to the general public. The result was Food Detective, the first-ever self-diagnostic test for food intolerance that can be carried out by the consumer in their own home.
BFG Healthcare Marketing created Food Detective’s strong brand identity along with every aspect of the new product’s positioning, including the design and creation of packaging. Our team also developed a launch exhibition for the product and wrote and designed the Food Detective website www.food-detective.com
A 40-page nutritional guide and a range of consumer food intolerance advice literature was created to support Food Detective. BFG Healthcare Marketing was also asked to create the retail strategy for the launch and roll-out of Food Detective.
By aiming the marketing at the instantly identifiable symptoms of food intolerance, BFG Healthcare Marketing created a powerful PR and advertising message.
A sexual health revolution
Confidante is a revolutionary new sexual health test that was created by BFG in partnership with Randox Laboratories. It is the only OTC product that can simultaneously detect 10 of the most common sexually transmitted infections (STIs), including chlamydia, gonorrhoea and syphilis, in a single test.
Sexually transmitted infections are on the increase in the UK, with common STIs like gonorrhoea showing as much as a 25% rise in the number of detected cases. As a result, there has never been a more important time for people to be responsible for their own sexual health.
Simple, accurate and confidential; the Confidante test kit contains everything required for the consumer to provide a sample for testing in Randox’s world class laboratory. The consumer takes either a urine or swab sample at home and sends it to the Randox laboratories for testing.
The results are supplied directly to the consumer within 7 days. Positioned as a “lifestyle” product, Confidante allows people to take control of, and be responsible for, their sexual health in a convenient and confidential way in the privacy of their own homes, without the need to regularly visit a Genito-Urinary Medicine (GUM) or sexual health clinic.
Identifying a completely new market
Myrios is the first ever over-the-counter pharmacy product that gives consumers access to blood tests carried out by an accredited laboratory. The box contains an easy-to-use kit that includes everything needed for consumers to take a small blood sample in the comfort of their own home before sending it to Synergy Health’s laboratory for testing.
After conducting market opportunity analysis BFG identified a need for easy access to professional health screening. We then approached Synergy Health Laboratory Services with the idea to develop the feasibility and financial models for the project.
After generating the Myrios name and registering the trademark BFG produced the product positioning and brand strategy. Once the positioning was clearly identified we designed the consumer packaging and support marketing including the product’s website.
In addition, BFG wrote the product launch, PR and marketing strategy and supported Synergy with an analysis of the necessary purchase logistics and process flow, taking into consideration the range of channels to market and distribution options open to the product.
'Amnioquick’, the first ever home PROM test
BFG Healthcare Marketing has helped French company Biosynex create ‘Amnioquick’, the first ever home test for Premature Rupture of Membranes (PROM).
Amnioquick is the world’s first home test check for leakage of amniotic fluid in pregnant women. The amniotic sac can sometimes develop a micro-rupture leading to leakage. This is known as premature rupture of membranes or PROM. PROM occurs in 6% to 19% of term pregnancies and is associated with 40% of preterm deliveries which can lead to significant morbidity and mortality.
BFG Healthcare Marketing has carried out all regulatory compliance issues for Biosynex, including the lay person testing and the work required to obtain CE mark registration for the product.
BFG has also designed the product’s packaging and created clear and easy to follow instructions for use.
Groundbreaking new OTC osteoporosis test
Osteoporosis is a serious condition that is frequently under diagnosed and consequently under treated. It mainly affects postmenopausal women, but can also affect men. A typical manifestation of the disease is a hip fracture. Such breaks require hospitalisation and osteoporosis related hip fractures are a huge cost for healthcare providers.
There is currently no quick way to check for osteoporosis but Crescent’s pioneering Osentia screening test is about to change that.
Crescent Diagnostics has worked with BFG Healthcare to develop a consumer product that will allow consumers to have access to Crescent’s Bone Quality Test (BQT). The consumer buys the kit at the local pharmacy and mails a nail clipping to the lab using the included vial and prepaid envelope. The lab inserts the clipping into a Raman spectrometer, where the sample is excited and produces a spectrum. Proprietary algorithms tag the sample according to the osteoporosis risk. A lab report is then sent back to the patient using a simple green-amber-red type of system – green means you’re fine; amber means you are at risk of osteoporosis and might consider making some lifestyle changes; red indicates that you could have a problem and should see your general practitioner.
Pointing the way to home testing
BFG Healthcare Marketing helped leading Swedish diagnostics company Euro-Diagnostica launch CCPoint, the world’s first home test for rheumatoid arthritis.
CCPoint is an easy to use quick test that only needs a few drops of blood from the fingertip and gives an accurate and reliable result in minutes. The pack includes everything that is needed to carry out the test in the convenience of the consumer’s own home.
BFG Healthcare Marketing worked with Euro-Diagnostica from the very start, helping to develop the product, design the packaging and gain CE mark registration. We also created the sales and launch strategies and the product’s dedicated consumer website
Pointing the way to home testing
More and more people are now taking advantage of the increasing availability self-diagnostic tests, which are allowing them to take control of their health in the comfort and privacy of their own home. Working in partnership with BFG Healthcare Marketing, Personal Diagnostics created ThyroScreen.
ThyroScreen is the first OTC consumer test for Hypothyroidism; this easy to use blood test quickly reveals if the thyroid gland is underactive. An underactive thyroid gland (hypothyroidism) is where the thyroid gland doesn’t produce enough hormones.
Common signs of an underactive thyroid are tiredness, weight gain and feeling depressed. An underactive thyroid can often be successfully treated by taking daily hormone tablets to replace the hormones your thyroid isn’t making.
Personal Diagnostics is a UK based company that specialises in self-testing and professional health screening with a wealth of experience in self-diagnostic and professional point-of-care tests.
Food intolerance test
Having created a consumer rapid test for food intolerance with the creation of Food Detective, BFG has considerable knowledge of the market and was asked by YorkTest Laboratories who have over 30 years experience of laboratory diagnostic testing and are one of Europe’s leading provider of food and drink specific IgG antibody testing programmes to assist them with the development of their home to laboratory test.
BFG’s advice led to the creation of a simple low cost positive/negative result test. If the consumer receives a positive test they can then choose to pay for a much more in-depth test. BFG also assisted in B2B partnership agreements, export sales development and created a professional arm for the business called Lorisian.
BFG crated the Lorisian brand name and the corporate identity for the company. BFG also created the company’s business and marketing plans aimed at supporting corporate occupational health, fitness professionals and nutritional therapists.