Roche Diagnostics has more than 3,000 employees on its Indianapolis campus where the company develops medical testing supplies and equipment. Yet, Roche has historically flown under the radar in the local corporate community. The company sought out Borshoff to help with raising the company’s profile in order to forge stronger partnerships with healthcare facilities and physicians, and to attract top talent to contribute to the company’s efforts to offer life-saving insights for the medical professionals that use and recommend Roche’s diabetes and diagnostics products.

Borshoff was tasked with conducting research to measure perceptions about the company and to use this information to help develop a corporate brand/messaging strategy and marketing plan. We then worked with Roche to develop a public relations and advertising campaign to raise the company’s profile with the Central Indiana business community and with potential employees. Executional areas included creative development, media buying, the development of a new local website, media relations, corporate philanthropic giving strategy, leadership visibility initiatives and speaking engagements.

Two years into the campaign, we conducted research to measure shifts in sentiments about the company.