Fulgent Genetics
Overview
Fulgent Genetics partnered with DigiVidBio to develop an integrated digital campaign for Rapid FulGenome targeting NICU and PICU clinicians.
DigiVidBio combined a multi-model generative AI workflow with experienced production professionals to create a commercial-quality narrative video at a fraction of the potential cost and timeline of traditional production—then put that creative to work through NPI-targeted display and video advertising, a fully integrated landing experience, and ongoing campaign reporting and insights.
Reimagined commercial video production through a multi-model generative AI workflow guided by experienced production professionals.
Achieved ambitious, commercial-quality storytelling without the cost, logistics, and timeline of a comparable traditional production.
Connected AI-powered creative to a precision NPI-targeted digital campaign built to reach priority NICU and PICU clinicians.
Created an integrated path from provider awareness to education, lead capture, analytics, and actionable sales insights.
Target Audience
NICU & PICU Clinicians
- Healthcare professionals caring for critically ill pediatric patients, where timely genomic answers can play an important role in informing clinical decision-making.
Priority NPI Audience
- A precisely defined provider audience activated through NPI-targeted digital media, focusing campaign investment on the clinicians most relevant to Rapid FulGenome.
- The Priority audience was defined by the those that had previously clicked on a banner ad.
The Challenge
How do you create big-budget creative impact without the big-budget production?
Break Through
- Reach a highly specialized clinical audience.
- Stand out from conventional healthcare advertising.
- Translate “Every Second Counts” into a story clinicians could immediately understand.
Produce Efficiently
- Bring hospital environments, clinicians, patients, and families to life.
- Maintain character, visual, and narrative continuity across multiple scenes.
- Avoid the cost, logistics, and timeline of a large-scale traditional production.
Turn Attention Into Action
- Build the video as part of a larger digital strategy.
- Connect awareness to deeper clinical education and lead generation.
- Integrate campaign engagement with Fulgent’s existing sales and analytics ecosystem.
The Solution
Build high-impact creative—and the digital ecosystem around it.
DigiVidBio combined AI-powered commercial production with NPI-targeted display and video media, an integrated landing experience, marketing technology connections, campaign management, and reporting to create one connected HCP digital campaign.
30-Second Narrative Commercial
A story-driven Rapid FulGenome commercial bringing “Every Second Counts” to life through multi-model generative AI, human creative direction, and professional post-production.
NPI-Targeted Display Advertising
Supporting display creative designed to reinforce Rapid FulGenome messaging across Fulgent’s priority provider audience.
NPI-Targeted Video Advertising
The commercial was activated within the targeted media campaign, putting high-impact narrative video directly in front of priority clinicians.
Integrated Campaign Landing Page
A Fulgent-branded conversion experience designed to continue the campaign story, educate clinicians, and capture qualified interest.
Salesforce + Google Analytics Integration
Landing-page lead capture connects directly to Fulgent’s Salesforce and Google Analytics ecosystem, giving internal teams visibility into conversions and campaign activity.
Campaign Reporting & Insights
Ongoing performance and provider-level analysis designed to understand audience engagement, optimize the campaign, and surface actionable opportunities.
Strategic Approach
Pair production innovation with precision digital strategy.
Rethink Production
Focused on
COMMERCIAL QUALITY WITHOUT TRADITIONAL PRODUCTION SCALE
A comparable live-action concept could require hospital locations or sets, actors, wardrobe, hair and makeup, lighting, production design, and a crew of 20+—potentially exceeding $150K in traditional production costs.
DigiVidBio instead combined a multi-model generative AI workflow with experienced production professionals to achieve the visual quality, storytelling, and continuity of a commercial production at a fraction of the potential cost and timeline.
Build for Activation
Focused on
A CONNECTED PATH FROM IMPRESSION TO ACTION
The commercial wasn’t developed as a standalone asset. DigiVidBio designed the creative to work within Fulgent’s NPI-targeted display and video strategy, drive clinicians to a dedicated conversion experience, and connect resulting engagement directly to the sales and analytics tools Fulgent already uses.
Execution
Human expertise directing AI—and strategy connecting every touchpoint.
- Built a narrative around “Every Second Counts.” The creative grounded the campaign’s urgency in a situation NICU and PICU clinicians understand firsthand: critically ill patients and families waiting for diagnostic answers.
- Combined multiple AI models with professional production expertise. DigiVidBio’s experienced production team guided creative development, prompt iteration, generated visuals, voiceover, music, compositing, editing, pacing, color, and post-production to create a cohesive commercial rather than a collection of disconnected AI-generated scenes.
- Connected media engagement directly to Fulgent’s ecosystem. NPI-targeted display and video advertising drove priority providers to a purpose-built landing page, where lead capture feeds directly into Salesforce and Google Analytics gives Fulgent’s internal teams visibility into site behavior and campaign activity—helping sales and analytics teams monitor results and act quickly.
Optimized for
Key Takeaway
AI changed how the commercial was produced. Strategy determined what it could accomplish.
Production Innovation
Generative AI + human expertise enabled commercial-quality storytelling without the cost, logistics, and timeline of a traditional production of comparable scale.
Digital Integration
Precision media, a purpose-built landing experience, marketing technology integrations, and ongoing analytics transformed the creative investment into a connected HCP marketing program.
The innovation wasn’t simply using AI to make a video for less. DigiVidBio combined a multi-model generative AI workflow with experienced production professionals to maintain the quality, visual continuity, emotional storytelling, and brand integrity expected from traditional commercial production.
Then, we put that creative to work—connecting NPI-targeted display and video advertising to an integrated landing experience, lead capture, Salesforce, Google Analytics, campaign management, provider-level reporting, and ongoing insights.
The result represents a new model for biotech and healthcare marketing: more ambitious creative, produced more efficiently, and connected from the first impression through conversion, analysis, and sales action.
Ready to create more without sacrificing creative quality—or measurable impact?
DigiVidBio helps biotech, diagnostic, and healthcare brands combine AI-powered creative production with precision digital strategy, marketing technology, and actionable analytics—turning ambitious ideas into connected campaigns built to reach the right HCPs and move them toward action.
Build Your Next Campaign