![](https://cdn.myportfolio.com/8d39e44e-cc6f-4fa4-b9c2-2b15145fc8bc/f4cf246c-1303-4702-800c-6b5c6ba91408_rw_1920.jpg?h=464e86054c8d6c6a9e8b94c05a6abacb)
![](https://cdn.myportfolio.com/8d39e44e-cc6f-4fa4-b9c2-2b15145fc8bc/1e8b98e6-ce97-4a13-8e61-10198034bd03_rw_600.gif?h=46a73f0b808884dbf51e893f93780fd8)
![](https://cdn.myportfolio.com/8d39e44e-cc6f-4fa4-b9c2-2b15145fc8bc/df02c9a8-4037-4b18-841c-c59adc3d6312_rw_600.jpg?h=e35fda4801210b7175baa34e3344d5ad)
Creative summary
Culture-based pathogen detection methods and fixed content molecular tests for in vitro diagnostic (IVD) use to create several pain points, including a lack of sensitivity and specificity, time delays, misinterpretation of results, a lack of customization, and high cost with low reimbursement.
This campaign introduces Applied Biosystems™ real-time PCR pathogen detection solutions as alternatives that are highly cost-efficient, more accurate, and faster to a target audience who may be reluctant to switch. For that reason, the creative is designed to be provocative and make researchers question their current methods.
This campaign introduces Applied Biosystems™ real-time PCR pathogen detection solutions as alternatives that are highly cost-efficient, more accurate, and faster to a target audience who may be reluctant to switch. For that reason, the creative is designed to be provocative and make researchers question their current methods.
![](https://cdn.myportfolio.com/8d39e44e-cc6f-4fa4-b9c2-2b15145fc8bc/a0e73e6f-5244-4b5c-a619-a076f232770f_rw_600.jpg?h=9df7c4fa6e44804b57ae58cb3f244945)
![](https://cdn.myportfolio.com/8d39e44e-cc6f-4fa4-b9c2-2b15145fc8bc/321b069c-fd63-4779-b442-82dc84eb606e_rw_600.jpg?h=330e5c484469611f095e21a28a2a372d)
![](https://cdn.myportfolio.com/8d39e44e-cc6f-4fa4-b9c2-2b15145fc8bc/879675d3-f31a-403a-a903-7544cf4c1e90_rw_1920.jpg?h=5bd8ca3a8708aececa86ac23a86fd518)