PierianDx: From Zero to Sixty for Genomic Technology Leader
St. Louis-based PierianDx acquired technology from Human Genome pioneer, Washington University, in 2014. However, by 2015 the start-up had no brand, marketing infrastructure, or long-term growth strategy to rapidly accelerate market share among clinical labs seeking to implement Next Generation Sequencing (NGS) testing. Surge was selected to do a “deep engagement”, with Brad Herrick serving as the Chief Marketing Officer, from 2015 to 2018. Surge put PierianDx on the map, focusing on brand fundamentals, public relations and lead generation using webinars and marketing automation to drive growth. With subsequent investment, PierianDx is poised to maintain its leadership position and expand its footprint into large health systems.