AMH testing must be accepted by the medical community as the best (or one of the best) biomarkers to assess ovarian reserve Once accepted, the Roche Elecsys assay must be the preferred one and then it must to be available in laboratories (either those internal to the IVF centers or big central external labs) Finally, it must be accessible (so easy to get, not in remote locations, so that the results can be obtained rapidly).

CAMPAIGN #1
TIME/WINDOW OF OPPORTUNITY
Campaign #1 will draw on the audience’s concept of time. We want patients to know
that there is a window of opportunity, encouraging them to have the test sooner rather than later.

CAMPAIGN #2
NAVIGATION /TAKE CONTROL
Campaign #2 will be an empowering message for patients. The test is communicated as a tool to take control over the fertility process.