Biocartis, an international biotech company, was poised to launch a revolutionary testing instrument to shave down the time required for genetic biomarker testing in oncology patients. It cut the time to diagnose from 27 days to mere minutes. It’s a game-changer and a life-saver. The question was simply how to market it effectively to lab directors, hospital administrators, and doctors. We found a direct yet artful way of conveying a complex message with headline-driven yet tech-savvy language.