Personalised genetics for the media world

Novogenia is one of Europe’s leading biotechnology companies, offering preventive and lifestyle genetic analyses that set new standards. We are committed to positioning Novogenia in the German media landscape as a trustworthy partner for innovative genetics.

The challenge was to translate complex scientific content, such as genetic analyses and their role in health prevention, into compelling and easy-to-understand language. At the same time, our aim was to position Novogenia as an innovative and trustworthy partner, both for consumers and for a specialist audience.

Our solution began with an in-depth analysis of the target groups and the media landscape in order to develop stories that resonate. We tapped into Novogenia’s innovative strength and developed a narrative framework that put both the fascination with genetics and its practical relevance at the centre.

For example, we used the theme “Burnout is in the genes” to show how genetic analyses not only reveal the causes of exhaustion but also enable preventive measures. Articles such as “Early warning system gene tests: reducing burnout risk” in VDI Nachrichten brought this message successfully to a broad audience. At the same time, we positioned Dr Daniel Wallerstorfer, CEO of Novogenia, as a thought leader in genetics through exclusive interviews and articles, which further strengthened the brand’s credibility.

In addition, we invited journalists to Novogenia’s state-of-the-art laboratory so they could experience the company’s technological excellence first-hand. The visits resulted in a series of publications that highlighted not only the scientific expertise but also the human side of the brand.

Our choice of topics was deliberately varied: we addressed seasonal health issues such as vitamin D deficiency in winter, fitness and nutrition in summer, and anti-ageing and healthy living all year round. Each story was placed in relevant media, from trade publications such as Health Care Management to lifestyle platforms such as Gesund & Vital.

In the first six months of our collaboration, we have already achieved outstanding results:

More than 40 articles were published in leading print and online media, with a potential reach of over 212 million readers and visitors. The estimated media value of the publications is already over €250,000. Our work has successfully positioned Novogenia as an innovator and pioneer in genetic research, while we continue to work on new stories that will unlock the brand’s potential even further.

Through a combination of in-depth topic development, strategic placement and emotional storytelling, our PR work has not only created awareness but also generated trust and enthusiasm for the Novogenia brand. The campaign is an ongoing success, and we look forward to achieving even greater reach and results in the coming months.