Sera Prognostics aims to be a global leader in high-value women’s health diagnostics, delivering pivotal information to physicians to improve the health of pregnant women and newborns, and to simultaneously improve their health economics. The PreTRM Test is the only clinically validated commercially available blood test that provides an early, individual risk assessment for spontaneous preterm birth in asymptomatic, singleton pregnancies.
We partnered with Sera Prognostics on messaging, brand definition, logo and website redesign, as well as digital marketing across the board. Our team at emagine and the team at Sera Prognostics were honored to accept the 2022 MarCom Gold Award for this important project.
Defining the Brand:
Sera Prognostics’ PreTRM Test is based on ground-breaking blood biomarker-based testing aimed at addressing preterm births, a serious medical challenge. The current methods of detection for preterm births were woefully deficient.
Sera was at the point of moving from discovery and science to commercial market reality when emagine got involved. Strategists at emagine partnered with both Sera Prognostics (as the parent brand) and PreTRM (the product brand) to first deep-dive into their three primary audiences – patients, providers, and payers.
Through a series of workshops with Sera & PreTRM, emagine strategists charted a brand trajectory, moving from educational and factual to focusing on the patient and expanding to a more emotion-based story that then extended to HCPs.
emagine’s Design Team was tasked with three broad areas:
Develop Brand Guidelines
Corporate Website Design (Sera Prognostics)
Product Website Design (PreTRM)
Developing brand guidelines involved:
- Brand Essence (this came from the discovery, messaging, and brand definition phase)
- Logo design
- Visual direction: Color, Typography, Imagery
- Corporate Collateral (development post-website launch)
- Product Branding (PreTRM)
When deciding on brand colors, the design team began to explore different directions and facilitated the distinction between the corporate brand and the product brand through color selection. For PreTRM, they went with hues of pink and purple to achieve a more feminine, soft color palette and an overall look that feels warm, open, spacious, modern, clean, and sophisticated. For Sera Prognostics, they went in a similar style direction but used hues of green and orange to achieve a more scientific and corporate feel targeted more towards a corporate, professional audience, rather than patients.
emagine also developed a blood draw gestational calculator on the PreTRM site for pregnant women to calculate the window in which they could take the test, not only facilitating the delivery of important educational information, but further enhancing the patient-focused nature of the site.
View Calculator: pretrm.com/gestational-calculator/
The team at emagine focused on SEO from day one. They started off with keyword research and determined which keywords PreTRM wanted to rank for, and then used third party tools to determine what keywords their target audience was searching for. With that information, they mapped those keywords to pages on PreTRM’s website, making sure it was in the URL structure, the titles, the meta-description, and meticulously ensuring there was a solid SEO foundation from a content perspective.
In order to have a successful SEO strategy, emagine guided PreTRM through developing new content, particularly their blog. The emagine team and UX strategist partnered to make sure the blog had clear calls-to-action, optimal search functionality, and featured posts to make it very easy for site visitors to navigate this page. SEO strategists’ input on ideal word length for blog posts also contributed to SEO success.