Naming the First Line
We explored a number of naming styles and messaging areas that would reach both busy physicians (who want a practical and professional name that communicates the product’s function and benefits immediately) and consumers/patients (who need a smart yet friendly name that strongly reassures them that taking this test will be easy and in their best interest). DELFI FirstLook does it all. An intuitive, approachable name that’s easy to say, spell, and remember for people with even minimal English. The line provides the earliest look into possible cancer and is the first screening product of its kind. And it’s both a shorthand for the early detection the test provides and a call to action: “First look” (then treat).
Outcome
DELFI FirstLook Lung launched in October 2023 as the first liquid biopsy test in the US with a high-sensitivity for early lung cancer detection. The product established DELFI as a leading innovator in the space, and the name created an easy-to-use yet robust naming convention for future DELFI products. In April 2024, DELFI announced its collaboration with City of Hope, one of the largest cancer research and treatment organizations in the US, to use FirstLook Lung to help improve screening rates in underserved communities in Los Angeles County. The test will be offered free to eligible trial participants.
"Our whole-genome machine learning platform is designed to be widely scalable for flexible global deployment. FirstLook Lung is the first of a deep pipeline of tests that we are developing for an array of cancers as well as to monitor the progress of cancer treatments."
Jenn Buechel, DELFI President and Chief Operating Officer
