Foreword

Dear Copan,

The Universal Approach Campaign is undoubtedly one of the most challenging projects ever faced by the communication team: working in close contact with top-tier scientists, building a whole new website, introducing digital marketing technologies, and above all bringing together four departments on the same project, are just the tip of the iceberg.

To share the achievement of the first chapter (HPV & Cervical Cancer prevention), we decided to build the web page you're reading.
Here you will find:

The first two Master Lectures, which are somewhat symbolic of our efforts and the ongoing improvement we strive for

A quick recap of what is the Universa Approach Campaign, for you to stay tuned

Enjoy!

Master Lectures

Our Master Lectures are video lectures from global health leaders on a given topic, sharing their point of view, trends, future vision, and experiences.

As we are talking about the top-tier "Masters," this is clearly the highest-impact content we are releasing during the UA Campaign, and it is designed to stand at the top-level of each campaign chapter, opposed to product-oriented marketing material.

Requirements:

most renown and respected expert possible

highest possible production quality

little to none interference with the speaker storytelling

brand agnostic

Prof. Yin Ling Woo

In this Master Lecture, we listen to Prof. Yin Ling Woo, a preminent figure in the fight against HPV & Cervical Cancer in the APAC region and worldwide, giving a high-level overview of the topic and then deep diving into the peculiarities of LMIC.

Prof Jesper Bonde

In this Master Lecture, Dr. Jesper Bonde discusses implementation strategies for HPV screening in cervical cancer prevention, including different enrollment approaches and the use of AI.

A step back: UA overview

Let's start with a fun fact: we're already familiar with the AI generated paragraph that Google presents us as the first answer to our queries. This is the future of web user-interaction, and this means that its time to build content for THAT to be optimized: welcome to GEO (Generative Engine Optimization)!

Here we can have a taste of how producing coherent and consistent content across all the AI-reachable platforms is already bringing results.

AI Overview The "Copan Universal Approach" refers to Copan's integrated system for sample collection, transport, and processing, designed to streamline workflows and improve the quality of diagnostic testing, especially in molecular biology. This approach emphasizes automation, standardization, and a focus on pre-analytical steps to ensure reliable and efficient testing. Here's a breakdown of key aspects: Integrated System: Copan's approach combines various products and technologies, including their patented FLOQSwabs®, Universal Transport Medium (UTM®), and automation solutions, to create a seamless workflow from sample collection to analysis. Automation: Copan's automation solutions are designed to handle various pre-analytical steps, including tube decapping, recapping, vortexing, swab handling, and liquid transfer, reducing manual labor and potential errors. Standardization: The Copan Universal Approach aims to standardize sample collection and processing procedures, ensuring consistent results and minimizing variability. Pre-analytical Focus: Copan emphasizes the importance of pre-analytical steps (sample collection and transport) in achieving accurate diagnostic results. Their products and systems are designed to optimize these steps for better downstream testing. Workflow Optimization: By integrating their products and technologies, Copan aims to optimize the entire workflow, from sample collection to final analysis, leading to faster turnaround times and improved efficiency. In essence, the Copan Universal Approach is a holistic strategy for sample handling in diagnostic laboratories, leveraging automation, standardization, and a focus on the pre-analytical phase to enhance the quality and efficiency of clinical testing.

Objective

After years dedicated to strengthening Copan’s brand awareness, the UA aims to reinforce Copan's positioning as a company characterized by a "Universal Approach" to health, fueled by a strong scientific vocation.
Simplifying, it is all about getting people to perceive the variety of microbiology fields in which Copan is involved, and simultaneously, the quality of the know-how we have built over the years.

This presupposes not only effective and consistent messages, but also an extensive refresh of our communication channels and architecture.

Application-first architecture

Reviewing the audience journey is one of the main achievement of this action: the new CoScience HUB website, the UA pillars, and the printed material are or will be designed with the "application -> technique -> product" hierarchy in mind.

Applications to chapters: master lectures are just the tip

Every application has a pack of related scientific material that gets released in a specific time-frame to maximize resonance, and this series of collaterals closes the gap between a brand agnostic Master Lecture and product info.

Master Lecture: birds-eye view on the application

Edu video: a Copan internal expert takes a deeper dive in the app bringing also scientific evidence supporting Copan's approach and products

Whitepaper: a product-first document, presenting scientific evidence of our marketing claims

Here below the pipeline for the next chapters release.

CoScience HUB Website

All of the UA campaign focuses on highlighting our scientific approach. This is why we created a brand new website with this goal in mind: it's called CoScience HUB, and from now on it will serve as the portal for the world to access all Copan scientific material and be the backbone of the Universal Approach campaign.

Visual Identity Upgrade

While designing the Campaign appeared clear that a different visual identity was required to be effective, to reinforce the premium feeling, and avoid overlapping with Copan corporate and product communication.

The result is two parallel syles, one deep blue for UA releases, and one white for rolling CoScienceHUB releases, that we feel fit the topic and the standing.

The hidden value

This is just a glimpse of what this huge project is, and besides all the other activities and features and things we could tell you about this, we are experiencing an even more meaningful achievement: collaboration and engagement between departments like never before. That's why we take the chance to deeply thank all the members of this unofficial enlarged "Universal Campaign Team", without whom this wouldn't even be thinkable.

If you're also curious to know more, or want give feedback we invite you to get in touch with us at communication.team@copangroup.com.
We also take the chance to remind you that these kind of projects live and grow on our ability to reach the biggest audience possible, and your own channels like email and LinkedIn can really make the difference. So please consider following closely the next releases, and sharing them.