THE ASK
For families, a diagnosis is both the end of one long journey and the beginning of another. Cognoa knew that when they developed CanvasDx, the first FDA-approved app-based tool designed to expedite the diagnostic process for autism spectrum disorder. Earlier diagnosis means earlier intervention, and that changes lives. They turned to Faculty for branding, messaging, launch campaigns, and launch videos, all designed to engage pediatricians as the key gatekeepers, without alienating the families they serve.
Research revealed one key finding: pediatricians are mission-driven and deeply committed to their patients. Everything Faculty built had to resonate with that.
Branding: CanvasDx and its sub-brands were given a deliberately non-medical look and feel, designed to feel human and accessible rather than clinical, making the technology feel like a natural extension of the care pediatricians already provide.
Campaign Messaging: The central theme, "A clear path to know," was developed to speak directly to pediatricians' desire to provide clear, decisive support to families navigating an ASD diagnosis.
Product Demonstration Videos: Simple, clear, and humanizing. Each video showed how CanvasDx works in a straightforward and relatable way, alleviating any concerns about the tool's application and efficacy.
THE
APPROACH
The Result
The CanvasDx launch successfully humanized an app-based diagnostic tool by focusing on the shared mission between Cognoa and pediatricians: to support families facing the uncertainties of an ASD diagnosis. The branding and messaging aligned with pediatricians' values while underscoring the profound impact CanvasDx could have, bringing clarity and hope to families navigating the diagnostic process.
