Branding in a pandemic: How Labcorp navigated 2020 hosted by NCBiotech

Description

The COVID-19 pandemic negatively impacted many life sciences companies. However, Labcorp’s experience was different. From meeting with the White House, to launching the first at-home COVID-19 test collection kit, to relaunching its corporate brand, Labcorp’s brand took center stage.
Kelly Chtcheprov, chief of staff, will share marketing lessons learned from her team’s work to:

• crystallize Labcorp's brand promise
• develop a new brand identity
• obtain executive team buy-in
• launch a direct-to-consumer product