CGM (Continuous Glucose Monitoring) 

  • Visual Direction & Execution: Illustration-based; lifestyle integration; light and clear visuals

  • Tone of Captions: Human, supportive, optimistic

  • Mood: Warm, light-hearted, daily-life friendly

  • Imagery Guidelines: Younger adults, daily activities (eating, walking), diverse ethnic groups

  • B2B vs B2C Guidance: B2C tone for patient engagement; B2B for product clarity and physician use

Mass Spectrometry

  • Visual Direction & Execution: Abstract scientific visuals; precise, technical layouts

  • Tone of Captions: Professional, data-driven, technical

  • Mood: Clinical, exact, focused

  • Imagery Guidelines: Laboratory setting, scientists, close-ups of instruments

  • B2B vs B2C Guidance: Strong B2B emphasis on scientific validation and performance

Alzheimer’s Diagnostics (AD)

  • Visual Direction & Execution: Photography-driven; emotional and human-centric storytelling

  • Tone of Captions: Empathetic, hopeful, respectful

  • Mood: Warm, sincere, human

  • Imagery Guidelines: Older adults, caregivers, daily family life; APAC ethnic diversity

  • B2B vs B2C Guidance: Balance B2B clinical insights with B2C emotional narratives

Sequencing

  • Visual Direction & Execution: Infographic or helix-based visuals; sleek and minimal layout

  • Tone of Captions: Innovative, intelligent, cutting-edge

  • Mood: Futuristic, clean, progressive

  • Imagery Guidelines: DNA visuals, abstract data, scientific teams

  • B2B vs B2C Guidance: Heavily B2B‚ focus on next-gen applications, R&D value

Liver / Infectious Disease (ID)

  • Visual Direction & Execution: Combination of people and lab visuals; precise and clean

  • Tone of Captions: Serious, solution-oriented, professional

  • Mood: Balanced, professional, global-health focused

  • Imagery Guidelines: Public health settings, labs, cross-generational subjects

  • B2B vs B2C Guidance: Split B2B (lab use) and public awareness (B2C in some markets)

Women’s Health

  • Visual Direction & Execution: Soft photography or illustrations; inclusive and nurturing

  • Tone of Captions: Empowering, sensitive, inclusive

  • Mood: Gentle, positive, human

  • Imagery Guidelines: Women of all ages, soft lighting, diversity in age and ethnicity

  • B2B vs B2C Guidance: B2B for diagnostic accuracy; B2C for awareness and engagement

Neurology

  • Visual Direction & Execution: Emotive Photos

  • Tone of Captions: Reflective, intelligent, respectful

  • Mood: Minimal, contemplative, calm

  • Imagery Guidelines: Seniors and adults in daily lifestyle activities

  • B2B vs B2C Guidance: Mostly B2B with a touch of B2C where patient education is needed

Cardiovascular-metabolic Disease (CVM)

  • Visual Direction & Execution: Photography with active human scenes; clean clinical overlays

  • Tone of Captions: warm hearted, relationships supports

  • Mood: Energetic, hopeful, grounded

  • Imagery Guidelines: Adults exercising and lifestyle activities

  • B2B vs B2C Guidance: Split focus ‚ B2B for diagnostics, B2C for preventative messaging