Background & Challenge
A part of the Mars Petcare family with more than 70 state-of-the-art reference labs across North America, 17,000 customers, and an average of 50,000 samples analyzed daily, Antech is a leader in veterinary diagnostics. Antech engaged Catchword to name several new diagnostic offerings, including a parasite screening test and a line of analyzers.
Intestinal parasites have plagued dogs and cats (and people) since time began. Hookworms, protozoa, roundworms, and other nasty invaders are widespread, increasing, mutating, and can be deadly. Although polymerase chain reaction (PCR) tests had been around for years, Antech knew they could create one more powerful than any on the market. Representing two decades of foundational research, the DNA-based technology of the Antech test not only allows for exceptional accuracy and sensitivity in parasite detection, it enables Antech labs to uncover other data of great medical value to veterinarians—and physicians, as some parasitic threats can cross over to humans.
Lab tests are an essential part of routine checkups, acute care, and pre-surgical diagnostics. Sending the sample out to a reference laboratory will yield the highest quality results, but that can take days. Sometimes you need to know now. Point-of-care analyzers produce information on an animal’s hematology, chemistry, immunoassay, and other factors right at the office or clinic. Antech created a line of analysis instruments for on-premises testing that are the most precise, accurate, reliable, and rapid analyzers on the market. With these immediate results, clinics can treat patients faster and eliminate the painful stress for pet parents of waiting to find out.
Creative Unleashed
After brand immersion and discussion with the client, we determined that both names needed to sound approachable and friendly, yet serious enough to appeal to vets and office staff. We explored a wide range of construction types (single English words, compounds, gentle coinages), messages (from accuracy and diagnostic insight to caring support), and styles (from fairly descriptive names to subtler, rich metaphors). Because the names would appear on the instruments/packaging we also needed to be mindful of length.
After an extensive name creation process for each project (1,000+ names and an unusually long name review phase), the client selected KeyScreen for the PCR test and LabMate for the line of analyzers. Both names are compact, two-syllable compound names that deliver key messages about the products with straightforward vocabulary. KeyScreen signals easy access to diagnostic screening and unlocking critical diagnostic insights. Its internal assonance increases memorability and “brandedness.” LabMate instantly communicates that the line provides supportive lab services. Its friendly tone suggests ease and convenience, a tool you can keep right there on your countertop. Plus the two names’ common style can easily be used as a naming convention and extended to new diagnostic products in the Antech portfolio.
