The Challenge

First Check Diagnostics LLC, the leader in the sale of home drug testing and other home diagnostic tests (recently acquired for $25 million U.S. by Inverness Medial Innovations), wanted to deepen its relationship with its key retailers, increase customer loyalty, penetrate additional retail outlets, and increase both initial purchase and repurchase rates.

The Project

To achieve First Check’s goals, a repositioning of the company and its products was required. As the market was already flooded with home drug tests available via both retail and Internet channels, it was necessary to craft a differentiated brand for First Check that would enable consumers and retailers to associate First Check with more than just the idea of an increasingly commoditized product.