ABBOTT MOLECULAR • DES PLAINES, IL

Banner ads for Abbott Molecular website.

A highly technical division needed a look to their website that humanized complex testing products for the medical community.

A common issue that faces any firm with highly technical products is how to market those products. If you don‘t have a shiny new car, a contemporary office chair or piece of clothing that can be beautifully photographed showing products that are simply widgets…or in Abbott Molecular’s case, medical testing packages, you have to dig a little deeper to deliver the information in a memorable or distinctive way.

Not only were physicians, laboratories and medical technicians visiting the Abbott Molecular website, but ordinary people looking for information about respiratory viruses, infectious diseases, oncology, etc., The site needed to put a face those tested. And one that was as diverse as the age and ethnic origin of those succumbing to these illnesses.