Nimhans
NIMHANS is a world-renowned centre of excellence for mental health and neurosciences, providing specialized patient care while advancing research, education
GenePowerX
From concept to commercialization of a genomics-driven healthcare ecosystem
Overview
As genomics reshapes healthcare from reactive treatment to predictive, personalized care, the real challenge is not technology adoption — it is translating complex scientific capability into usable, scalable solutions. GenePoweRx was envisioned to bring genomic testing closer to real-world healthcare, but realizing that vision required building a connected ecosystem bridging science, clinicians, patients, and continuous engagement. IMC was engaged to lead this transformation from concept to commercialization.
The Challenge
GenePowerX had a strong scientific foundation but no clear pathway to market:
- No differentiated positioning in a complex, emerging category
- Limited translation of genomic data into actionable insights
- No structured go-to-market or commercialization strategy
- No integrated ecosystem to drive patient and clinician engagement
The opportunity demanded not just a launch strategy, but the design of a new engagement model for genomics adoption.
IMC's Role
IMC operated as an embedded strategic and execution partner — an extended Chief Marketing and Growth office — covering strategic direction and positioning, end-to-end marketing and communication, sales enablement and field activation, and full-scale execution across digital, content, and engagement layers. This integrated role ensured continuity from concept through adoption.
Transformation
Translating science into usable knowledge.
Restructured scientific data into clinically relevant narratives, consumer-friendly insights, and decision-support communication frameworks — making genomics accessible to both clinicians and patients.
Designing a connected ecosystem
Rather than a standalone offering, IMC built a multi-layered ecosystem:
- LIVE100 — a patient–doctor platform for genetic health literacy and preventive engagement
- ATGC Life — a knowledge platform for continuous professional education and scientific communication
- ATGC Summit — a CME and community platform for ongoing learning and expert interaction
Building the go-to-market model
Positioning within personalized and preventive healthcare; stakeholder segmentation across patient, clinician, and partner groups; tailored communication architecture; and a phased market-entry and growth strategy focused on long-term adoption.
Enabling end-to-end execution
Scientific and consumer content; product communication and educational materials; video-led communication for product understanding, sales training, and consumer awareness; digital and social media strategy; integrated campaigns and PR; and support for sales-force strategy, recruitment, and enablement.
Driving adoption at scale
Embedded knowledge into user journeys, created continuous engagement touchpoints, reinforced communication across digital and field channels, and enabled both clinical and consumer usage pathways — shifting the model from awareness-driven to adoption-led.
Impact
- Clear, differentiated positioning in a complex category
- Accelerated commercialization and market readiness
- An integrated ecosystem combining platform, knowledge, and community
- Improved stakeholder understanding and engagement
- A scalable foundation for adoption in personalized healthcare
GenePoweRx was not introduced as a standalone product. It was developed as a knowledge-led, experience-driven, system-enabled ecosystem — with IMC enabling the transition from concept to commercialization, and from information to adoption.
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