CASE STUDY:
GeneType Market Engagement
Challenge
Genetic Technologies, an early-stage biotech company, needed to re-launch GeneType, an innovative risk-based genetic test, into the Australian market. The product had to engage both healthcare professionals and consumers, bridging technical credibility with accessible, compelling messaging. The brand also needed consistency across digital, print, and clinical communications to drive adoption.
Solution
Wattle St delivered an integrated strategy blending market insight, brand development, and content creation.
Services included:
Brand & Content Strategy
Conducted a full content audit, refined brand positioning, and developed a unified value proposition for diverse audiences.
Creative Production
Developed blog posts, infographics, and social content optimised for engagement and clinical credibility.
Social & Campaign Management
Designed LinkedIn post templates, created a content calendar, and managed publishing, analytics, and optimisation.
Sales & Clinical Materials
Produced a comprehensive library of promotional and educational assets for healthcare professionals.
Results & Impact
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Market Engagement – Increased website traffic and social media engagement through optimised content and strategic targeting.
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Brand Consistency – Rolled out refreshed visual identity across the Portfolio of brands and channels, ensuring trust and recognition.
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Adoption Support – Equipped GPs and specialists with clear, evidence-based resources, boosting trial and uptake of GeneType.
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Acquired - By Rhythm Biosciences positioning the platform for sustained growth within a broader, multi‑omics diagnostics offering.
Why It Matters
This launch positioned GeneType as a trusted, innovative brand in genetic testing, driving awareness, clinician engagement, and consumer confidence demonstrating how strategic, data-driven marketing can accelerate the adoption of complex healthcare innovations.
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