cobas Mass Spec Solution Launch

The launch of Roche’s cobas® Mass Spec solution was trailblazing for two reasons. First, for the breakthrough it marked in diagnostics, with the introduction of the first fully automated mass spec solution, critical for scaling high-quality testing and expanding access to routine labs. Second, for its innovative launch design, which set new benchmarks for strategy, storytelling, and impact.

Mass spectrometry is highly technical, traditionally confined to specialist labs and therefore complex to communicate. For Roche, with no existing presence in the field, this posed a significant challenge. An innovative global campaign connected with audiences on the ground-breaking science and sustained engagement not just at launch but for more than a year afterwards.

Cross-functional ‘catalyst teams’ spanning legacy media, social and digital prioritised compelling storytelling and consistent, high-quality content. A digital strategy delivered distinct campaigns at and post launch, maintaining momentum and earning recognition as LinkedIn’s top performing biomedical healthcare content for one week.

The campaign delivered measurable success and sustained impact: Roche’s share of voice increased 360% from 9.4% to 43.3%; media sentiment was 100% positive or neutral (of which 95% was positive); digital efforts generated 22.3 million impressions and 1.2 million video views across LinkedIn and Meta platforms. The ‘catalyst-driven’ approach, now replicable for future launches, has influenced Roche’s internal launch structures. The campaign earnt Roche the Select Science “Scientists’ Choice Award” for Best New Clinical Diagnostic Product of 2024, firmly establishing its leadership in mass spectrometry innovation.