CASE STUDIES / GENEDX
Creating the Platform Narrative That Unified GeneDx's Commercial Strategy
brand positioning • health-tech • ai
GeneDx had built an industry-leading genomic dataset, but its value was fragmented across diagnostics, AI, provider solutions, and biopharma. I led the positioning and commercialization strategy for GeneDx Infinity™, creating a unified platform narrative that became the foundation for how the company communicates its data, technology, and future vision.
15 orgs
Marketing, Medical, Product, Commercial & Executive aligned on one position
1 unified message
Adopted across provider, biopharma, AI, and corporate marketing
2M impressions
An overloaded term narrowed to a single concept: the dataset
01 - the challenge
A extraordinary reason why without a clear story
GeneDx had spent years building one of the industry's richest genomic datasets. But customers didn't experience it that way. AI, diagnostics, provider solutions, and biopharma were each marketed independently, making it difficult to understand what made GeneDx unique.
02 - the strategy
One word, one meaning, one moat
The strategy wasn't to simplify the science—it was to simplify the story. We defined clear messaging pillars, established governance across teams, and created a framework that every future launch could build upon.
03 - the transformation
The story in five seconds
04 - the execution
Building the proof behind the story.
With the position agreed, the work became translation. I developed the messaging architecture — the hierarchy from one-line definition down to audience-specific proof points for clinicians, health systems, and partners — and guided the website and content updates that brought the new positioning into every customer touchpoint.
Each audience heard the same idea in its own language: for medical audiences, the dataset as diagnostic power; for commercial audiences, the dataset as a moat that compounds.
05 - the outcome
A compelling story
alignment
Unified positioning adopted across all five organizations — Marketing, Medical, Product, Commercial & Executive leadership.
IN Market
New messaging live across the website and customer-facing content
IMPACT
New messaging live across the website and customer-facing content
Infinity became the company's flagship commercial narrative, establishing a repeatable framework used across marketing, sales, product launches, and executive communications. The platform positioned GeneDx for future expansion into AI, biopharma, and data products while creating a more consistent customer experience.